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The consultancy born at the intersection of behavioral economics and human experience.

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Aslan Patov, CEO

20+ CX specialists

Life at Renascence

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Comprehensive CX and management consulting for enterprise brands.

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CORE

Customer Experience

End-to-end transformation

Behavioral Economics

Science of decisions

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Strategy Consulting

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Cultural Change

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Programs that retain

SPECIALIST

Digital Transformation

Technology-led CX

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Org. Transformation

Restructure for CX

Solutions

Structured solutions that turn CX ambition into measurable outcomes.

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STRATEGY & GOVERNANCE

Vision, ambition & roadmap

Benchmark where you are

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Listen, analyze, act

Turn ambition into action

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DESIGN & DELIVERY

Map & redesign journeys

Design for real customers

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Turn complaints into loyalty

CULTURE & EXPERIENCE

Customer Rituals

Moments customers remember

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Policies that protect customers

Industries

A decade of CX transformation across the region's defining sectors.

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BUILT ENVIRONMENT

Developers & communities

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Opinion

Insights, research, and conversations at the frontier of CX.

ReadExperience JournalArticles & research on CX, behavior, and transformation.Watch & listenExperience LoomThe Naked Customer — our video podcast on CX & behavior.

LATEST ARTICLES

Customer ExperienceThe March 2026 CX Events Worth Putting in Your Calendar Customer ExperienceCustomer Experience (CX) Framework: Key Components and Best Practices Digital TransformationJobs-To-Be-Done Customer ExperienceCX in Real Estate

LATEST EPISODES

Ep. 03 · Customer LoyaltyCustomer Loyalty, Brand Loyalty & CX Ep. 02 · Artificial IntelligenceAI in Customer Experience Ep. 01 · CX AwardsCustomer Experience Awards

Hub

Free tools, templates, and resources to advance your CX practice.

NEW · MANIFESTO

Burn the Deck. Ten Virtues. Zero Excuses. — read our manifesto for the brave consultant.

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FREE TOOLS

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Behavioral Biases

The science of CX

Shifts shaping CX

LEARNING

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CULTURE

Burn the Deck — our manifesto

Navigate

Simplicity Bias

People prefer simpler choices, avoiding complexity even if it offers better results.

Apply this with us All biases

What it is

People prefer simpler choices, avoiding complexity even if it offers better results.

The category

A Navigate bias — part of the REBEL behavioral library.

Origin

Discovered byGigerenzer, G., & Goldstein, D. G. (1996). Reasoning the Fast and Frugal Way. Psychological Review, 103(4), 650–669.

How it shows up in CX

Customers gravitate toward easy-to-understand solutions, often ignoring detailed or nuanced options.

CX pillars it strengthens

ConvenienceEffortExpectations

How to design with it

1

Simplify offerings.

2

Avoid overwhelming customers with too many options.

3

Clarify messaging.

4

Present choices in easy-to-digest formats.

5

Guide decisions.

6

Offer structured recommendations that reduce complexity fatigue.

The evidence

Participants preferred a simple decision-making rule over a more complex but accurate one. In CX, reducing friction in choices improves conversion rates and satisfaction.

Supporting biases

Fluency HeuristicChoice Overload Effect

Opposing biases

Complexity BiasDeep Processing

Related biases

Autonomy Bias

Customers strongly favor experiences where they feel autonomous, with the freedom to choose or control their interactions, significantly enhancing their satisfaction and emotional engagement.

Choice Overload Effect

People struggle to make decisions when given too many options.

Choice Paradox

Excessive choice overwhelms customers, significantly increasing anxiety, reducing satisfaction, and potentially causing decision paralysis or dissatisfaction post-purchase.

Behavioral Biases

Design with behavior, not against it.

Explore more biases, or work with us to apply behavioral science to your customer experience.

Book a discovery call All biases