046Pattern

The Labour Illusion

People have a tendency to perceive products and services more favourably when they're aware of the effort that was put in to create it.

Why it matters

This is often called A rtificial waiting , and is one reason why fancy restaurants will have open kitchens.

Or for a more abstract example, why do people think the Egyptian pyramids are impressive? Because it took a lot of effort (and skill).

Conversion rates:

• A greater perception of value can improve conversion rates.

Purchases

Perception of value:

• This is the foundation of this principle. People usually associate more value to something that they knew took a lot of effort.

Check whether the experience reflects this: A greater perception of value can improve conversion rates.
Check whether the experience reflects this: This is the foundation of this principle. People usually associate more value to something that they knew took a lot of effort.
Map each visible element to how it supports or undermines: People have a tendency to perceive products and services more favourably when they're aware of the effort that was put in to create it.
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.

Assuming users consciously notice every place where "People have a tendency to perceive products and services more favourably when they're aware of the effort that was put in to create it" 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.

A greater perception of value can improve conversion rates.
This is the foundation of this principle. People usually associate more value to something that they knew took a lot of effort.
Where on this screen would "The Labour Illusion" show up as friction or misunderstanding?
What would a first-time user misunderstand here in under five seconds?