Insights & practice
La psychologie de l'expérience utilisateur : 12 biais cognitifs qui façonnent les décisions de conception de produits
Why Cognitive Biases Matter in Design Our brains use mental shortcuts to make decisions quickly. While these shortcuts are often helpful, they can lead to predictable cognitive biase…
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Why Cognitive Biases Matter in Design
Our brains use mental shortcuts to make decisions quickly. While these shortcuts are often helpful, they can lead to predictable cognitive biases that influence how users interact with products.
Bias 1: Anchoring Bias
The first piece of information a user sees heavily influences their perception. This is why showing a higher original price next to a sale price is so effective—it makes the sale price seem like a better deal.
Bias 2: Social Proof
People tend to follow the actions of others. Reviews, testimonials, and user ratings are powerful forms of social proof that can significantly impact conversion rates.
Bias 3: Scarcity Effect
We value things that are rare or limited. "Only 3 left in stock" and "Sale ends tonight" are classic examples of using scarcity to drive action.
Ethical Considerations
It's important to use these biases ethically. Dark patterns may drive short-term gains but can damage long-term trust and brand reputation.
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