Defaults
Default bias is when people tend to stick with the way things are or choose the option that doesn't require them to do anything extra, just because it's the way things are by default. It's like going with the flow without really thinking about other options.
Motivation
Ability
Prompt
Description:
Think about the last time you set up a new smartphone, faced with an array of settings options: adjusting screen brightness, setting volume levels, configuring notifications, and more. Instead of fine-tuning each setting, you might have found yourself opting for the pre-configured or default settings.
This decision-making process shows the subtle yet profound impact of defaults. They often serve as the easiest path in a sea of choices, especially when we are either overwhelmed or uncertain.
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Principles
- Defaults are most effective in unfamiliar and complicated situations.
- People tend to opt in for less features than they’ll opt out from.
- Use enhanced active choice to highlight the benefits of action and costs of inaction.
- Product becomes default when it is linked to a routine behavior.
- Customers often stick with the default when the other option seems more difficult.
How to apply?
- Design a UI with the preferred option pre-selected for minimal user effort.
- Make the default setting an opt-out instead of opt-in, requiring action only if users want to resign.
- Highlight the benefits of maintaining current, default choices.
- Add confirmation steps to discourage undesired actions.
- Highlight UI elements (e.g. by color or size) for optimal choice to draw user attention.
- Refer to user existing routines and familiar workflows.
Examples:
University of Iowa Experiment

Cornell University Experiment

CIO Website

Skyscanner

University of Iowa Experiment

Cornell University Experiment

CIO Website

Skyscanner

Oxfam

Wordpress

Health

Decathlon

Spotify

AI GPT Prompt
About
Experiment with this prompt to get ideas on how to use Defaults for engagement and retention in your product.
Technique
Chain-Of-Thought
AI Type
LLM
Prompt
Can you suggest default settings for [product description] that could guide new users to discover and utilize key features of our product, enhancing their initial experience and long-term engagement?