Strategies

People remember the peak moment and the end — not the average.

Users see what they expect to see and ignore the rest.

How you present a choice changes the choice that gets made.

The time to reach a target depends on its size and distance.

Incomplete tasks stay top of mind. Use it to drive return.

Users expect your product to work like the ones they already know.

The brain groups elements — use proximity, similarity, and region.

The thing that stands out gets remembered. Make it intentional.

Working memory holds 7±2 items. Chunk content to reduce load.

First and last items are remembered most. Design your list order.

Response under 400ms keeps users in flow. Speed is a design choice.

Elements close together are perceived as related groups.

Similar-looking elements are assumed to share the same function.

Elements within a boundary are perceived as belonging together.

Working memory is finite. Every unnecessary element costs capacity.

The first number seen becomes the reference for all subsequent judgements.

Users look to others to validate uncertain decisions. Show the crowd.

Perceived scarcity increases perceived value. Use it honestly.

Losses feel twice as bad as equivalent gains feel good.

Give value first. People are wired to return the favour.

Users stick with defaults. Set them in their best interest.

Perception of a choice is shaped by what sits next to it.

People value things more once they feel ownership over them.

Effort increases as users get closer to completing a goal.

Familiarity breeds preference. Repetition builds trust.

People value things more when they help build them.

Beautiful interfaces are perceived as easier to use, even when identical.

Users already have a model of how your product works before they touch it — design to match it or pay the learning cost.