What it is
Harder-to-process information can improve memory retention but also increase frustration.
How it shows up in CX
When content is slightly challenging, individuals remember it better, but if too complex, it can deter engagement.
CX pillars it strengthens
EffortExpectations
How to design with it
1
Balance complexity.
2
Make key takeaways easy to digest but add slight challenge for retention.
3
Use cognitive friction.
4
Introduce small hurdles (like interactive learning) to make messages more memorable.
5
Guide the customer.
6
Ensure usability while leveraging difficulty where appropriate, such as in educational tools.
Supporting biases
Desirable DifficultyEffort Heuristic
Opposing biases
Cognitive LoadSpeed 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.