What it is
Newer experiences or products are perceived as more exciting or valuable.
How it shows up in CX
Customers often favor recent innovations, assuming they’re better just because they’re new.
CX pillars it strengthens
RecognitionExpectationsEmotions
How to design with it
1
Leverage launch appeal.
2
Emphasize ‘new’ features and improvements.
3
Sustain engagement.
4
Prevent post-novelty decline with continued innovation.
5
Balance novelty and familiarity.
6
Keep core elements consistent while introducing updates.
Supporting biases
Recency EffectShiny Object Syndrome
Opposing biases
Mere Exposure EffectFamiliarity Bias
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.