{"id":204822,"date":"2019-10-25T07:15:30","date_gmt":"2019-10-25T07:15:30","guid":{"rendered":"https:\/\/webkul.com\/blog\/?p=204822"},"modified":"2019-10-25T07:19:53","modified_gmt":"2019-10-25T07:19:53","slug":"judgment-heuristics-in-ux","status":"publish","type":"post","link":"https:\/\/webkul.com\/blog\/judgment-heuristics-in-ux\/","title":{"rendered":"Judgment Heuristics in UX"},"content":{"rendered":"\n<p>Judgments and decision making is most critical aspect in UX because in the end everyone wants to understand what our users are thinking while taking decision. Is there a way we can sway there judgements? Designers can leverage few principles from behavioural economics and psychology which help in understanding what steers a user to take a desired action.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1600\" height=\"334\" src=\"https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/in-the-blog.png\" alt=\"\" class=\"wp-image-204824\" srcset=\"https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/in-the-blog.png 1600w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/in-the-blog.png 250w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/in-the-blog.png 300w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/in-the-blog.png 768w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/in-the-blog.png 1200w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" loading=\"lazy\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Priming Effect<\/strong><\/h3>\n\n\n\n<p>Priming is \u201can implicit memory effect in which exposure to one stimulus influences the response to another stimulus.\u201d<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Priming in Real Life<\/h4>\n\n\n\n<p>\u201cThe aroma of warm bread spread tantalizingly out of the bakery.\u201d<\/p>\n\n\n\n<p>And now fill in the blanks to form a word:<\/p>\n\n\n\n<p>B_ _ T_R<\/p>\n\n\n\n<p>Out of many possibilities such as \u201cbarter,\u201d \u201cbanter,\u201d \u201cbeater,\u201d \u201cbitter,\u201d or even \u201cbetter\u201d your word must be \u201cButter\u201d, that happens because \u201cbread and butter\u201d phrase is very common in English.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Priming in Web Design<\/h4>\n\n\n\n<p>Showing a coupon code field at checkout page will lead to cart abandonment even though user had no previous intentions of getting a discount. The user will leave checkout flow in search for promo code. This happens due to FoMO (fear of missing out) on any discounted offer.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1600\" height=\"1200\" src=\"https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/coupon-code.png\" alt=\"\" class=\"wp-image-204825\" srcset=\"https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/coupon-code.png 1600w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/coupon-code.png 250w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/coupon-code.png 300w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/coupon-code.png 768w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/coupon-code.png 1200w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" loading=\"lazy\" \/><figcaption>Coupon code field in Checkout flow<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Anchoring Effect<\/strong><\/h3>\n\n\n\n<p>Anchoring is a cognitive bias that describes a tendency to rely too heavily on the first piece of information available when making a decision.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Anchoring in Real Life<\/h4>\n\n\n\n<p>When you are out to purchase a car with a mindset to spend not more than $27,000 and your local car dealer offers it in $26,000, you quickly grab the deal. The price offered was obviously below your expectations. Hardly you knew that other dealers in city are offering same car in $25,000.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Anchoring in Web Design<\/h4>\n\n\n\n<p>In a non-profit donation website if you want the users to donate more, you should anchor an initial amount to some value instead of keeping the input field blank. This will compel user in deciding a value of donation amount a little higher than usual.<br>Alternatively, you can provide them few option to checkbox in descending order instead of ascending order. While reading values from higher to lower the anchor for amount donation will set higher, leading the donor to pay little more.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1600\" height=\"656\" src=\"https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/donation-site.png\" alt=\"\" class=\"wp-image-204827\" srcset=\"https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/donation-site.png 1600w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/donation-site.png 250w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/donation-site.png 300w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/donation-site.png 768w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/donation-site.png 1200w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" loading=\"lazy\" \/><figcaption>Two alternative interfaces for input fields in Donation Sites<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Framing Effect<\/strong><\/h3>\n\n\n\n<p>Framing can be explained as how a situation is presented to get the most accurate results. Framing is mostly used while conducting user research. Same situation presented in different manner can lead to significant shift in results.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Framing in Real Life<\/h4>\n\n\n\n<p>The labels at back side of your favourite chips bag fools you into thinking that you are consuming less calories than required. The food label indicates there are about 15 chips in a serving, and each serving is close to 120 calories. Now there are 4 servings per bag that means we end up consuming 480 calories which equals to Average Indian Lunch Thali.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Framing in Web Design<\/h4>\n\n\n\n<p>Many business models have adapted Freemium Price plans. The user quickly signs up for free service and invests time on something they wouldn\u2019t want to loose and they end up paying for services after trial period ends. This mostly happens due to cognitive bias called &#8220;loss aversion\u201d. People tend to perceive that avoidance of loss is more important than the acquisition of equivalent gain.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1600\" height=\"910\" src=\"https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/framing-in-freemium.png\" alt=\"\" class=\"wp-image-204958\" srcset=\"https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/framing-in-freemium.png 1600w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/framing-in-freemium.png 250w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/framing-in-freemium.png 300w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/framing-in-freemium.png 768w, https:\/\/cdnblog.webkul.com\/blog\/wp-content\/uploads\/2019\/10\/framing-in-freemium.png 1200w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" loading=\"lazy\" \/><figcaption>Framing in Freemium Price Models<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h3>\n\n\n\n<p>While designing experiences, a designer can be mindful of these biases as these could lead to better product engagement and conversion. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Resources<\/h5>\n\n\n\n<p><em>Amos Tversky and Daniel Kahneman: \u201cJudgment under uncertainty: heuristics and biases,\u201d Science (Sep. 27, 1974).<br>Kahneman, D., &amp; Tversky, A. (1979). Prospect Theory: An Analysis of Decision under Risk.&nbsp;Econometrica, 47(2), 263-291.<br>&#8220;The Importance of Framing in the User Experience&#8221; by Michael Morgan.<br>&#8220;The Framing Effect in UX&#8221; by Navneet Nair.<\/em><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Judgments and decision making is most critical aspect in UX because in the end everyone wants to understand what our users are thinking while taking decision. Is there a way we can sway there judgements? Designers can leverage few principles from behavioural economics and psychology which help in understanding what steers a user to take <a href=\"https:\/\/webkul.com\/blog\/judgment-heuristics-in-ux\/\">[&#8230;]<\/a><\/p>\n","protected":false},"author":251,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[10116,10115,10077,4934],"class_list":["post-204822","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-checkout-interface","tag-judgement-heuristics","tag-user-experience","tag-ux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Judgment Heuristics in UX - Webkul Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/webkul.com\/blog\/judgment-heuristics-in-ux\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Judgment Heuristics in UX - Webkul Blog\" \/>\n<meta property=\"og:description\" content=\"Judgments and decision making is most critical aspect in UX because in the end everyone wants to understand what our users are thinking while taking decision. Is there a way we can sway there judgements? 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