What it is
People prefer to maintain existing situations rather than change.
How it shows up in CX
Customers resist switching brands, services, or habits due to a preference for familiarity.
CX pillars it strengthens
IntegrityConvenienceEffort
How to design with it
1
Ease transitions.
2
Make change simple and low-effort for customers.
3
Reduce uncertainty.
4
Show clear benefits of new options.
5
Leverage familiarity.
6
Retain familiar elements when introducing changes to avoid alienating users.
Supporting biases
Default EffectLoss Aversion
Opposing biases
Novelty EffectRisk-Taking 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.