What it is
People’s judgments are influenced by unintended, irrelevant factors.
How it shows up in CX
Customers form perceptions based on subconscious influences, distorting evaluations of experiences and brands.
CX pillars it strengthens
EmotionsExpectationsRecognition
How to design with it
1
Minimize biases.
2
Reduce environmental factors that distort decisions.
3
Control first impressions.
4
Ensure positive early experiences to shape perception.
5
Educate customers.
6
Highlight potential biases in choices.
Supporting biases
Priming EffectContext Effect
Opposing biases
Critical ThinkingIndependent Evaluation
Related biases
Behavioral Biases
Design with behavior, not against it.
Explore more biases, or work with us to apply behavioral science to your customer experience.