Use psychology to explain user behavior and improve decisions. Use ethically.
When to Use
- Designing onboarding or conversion flows.
- Reviewing pricing, positioning, or messaging.
- Explaining unexpected user behavior.
- Checking for dark patterns.
- Planning user research.
Goal
Identify relevant biases. Use them to reduce confusion and support user goals. Avoid manipulation.
Common Biases
- Anchoring: first number or option becomes reference point.
- Loss aversion: losses feel stronger than gains.
- Availability: memorable examples feel more common.
- Confirmation bias: people prefer evidence matching beliefs.
- Planning fallacy: people underestimate time and effort.
- Framing effect: wording changes perception.
- Sunk cost: past investment affects future choices.
- Social proof: people look to others for cues.
- Scarcity: rare options feel more valuable.
Ethics Rules
- Help users make better decisions.
- Do not hide costs, constraints, or alternatives.
- Do not create false urgency or fake scarcity.
- Do not exploit fear, shame, or vulnerable states.
- Make the design acceptable to an informed user.
Flow
- Define user goal and business goal.
- Map the decision point.
- Identify likely biases.
- Separate persuasion from manipulation.
- Propose design changes.
- Add measurement and guardrails.
Questions
- What decision is the user making?
- What information is missing or overemphasized?
- Which bias may explain current behavior?
- Does the intervention help the user?
- Would the user accept it if explained plainly?
Output
## Cognitive Bias Review
- Context: [flow or decision]
- User goal: [goal]
- Biases involved: [bias and effect]
- Ethical risk: [risk or none]
- Recommendation: [change]
- Measurement: [metric]