011Bias
Default Bias
Making a decision usually requires effort, and it's easier for them to just accept the default option.
Why it matters
Without a compelling incentive to change, people tend to stick to the default suggestion, option or product.
The behavioural science theory of 'nudges' is based on the understanding that people can be encouraged to adopt healthier habits, just by changing default options in their lives.
For example, placing unhealthy snacks further away than healthy ones will lead to less consumption of unhealthy food.
Think of 'nudges' being a way to counter the default bias.
Conversion rates:
• Having a suitable default option can encourage people to convert down a particular path.
What to inspect
- Check whether the experience reflects this: Having a suitable default option can encourage people to convert down a particular path.
- Map each visible element to how it supports or undermines: Making a decision usually requires effort, and it's easier for them to just accept the default option.
- Walk the primary task once with time pressure; note where attention drops.
- Ask a colleague unfamiliar with the product to paraphrase the screen in one sentence.
Common anti-patterns
- Assuming users consciously notice every place where "Making a decision usually requires effort, and it's easier for them to just accept the default option" could apply.
- Dense copy and parallel actions that increase mental effort unrelated to the user’s goal.
- Ignoring downstream effects on conversion rates when shipping this pattern.
Critique prompts
- Having a suitable default option can encourage people to convert down a particular path.
- Where on this screen would "Default Bias" show up as friction or misunderstanding?
- What would a first-time user misunderstand here in under five seconds?