Defaults
Definition:
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.
Impact:
Motivation
Desire for efficiency and quick setup.
Ability
Typically requires no additional action or decision-making effort.
Prompt
Initial configuration suggestions or settings.
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
Application:
Pre-selected pizza toppings
Impact:
In a University of Iowa study of 150 students, one group added toppings to a basic cheese pizza and another removed toppings from a deluxe pizza. The group starting with the deluxe pizza averaged more toppings (5.29) than those adding to the basic pizza (2.71). This shows that starting with more toppings results in fewer being removed, highlighting the effects of defaults, loss aversion, and the endowment effect.
Cornell University Experiment
Application:
Top Search Results
Impact:
In a study at Cornell University, it was found that 42% of web users clicked on the top search result and 8% on the second. When they reversed the top two results, the new top result got 34% of clicks, and the new second result 12%, illustrating how defaults, like the order of search results, significantly sway user behavior.
CIO Website
Application:
Private settings & cookies policy
Impact:
Another popular example, which is now used often on websites, is privacy settings. CIO uses language in a clever way to steer its customers towards the default option. It looks easy to go with the default - you just click Accept or you can go to settings - this option seems harder since the user doesn't know where this button leads and how many more choices have to be made to use the website.
Skyscanner
Application:
Skyskanner sets the closest airport by user location
Impact:
Another subtle example of using defaults is presented on Skyskanner's main website. When searching for a flight, the origin airport and language of the website is automatically set to the user’s location.
University of Iowa Experiment
Application:
Pre-selected pizza toppings
Impact:
In a University of Iowa study of 150 students, one group added toppings to a basic cheese pizza and another removed toppings from a deluxe pizza. The group starting with the deluxe pizza averaged more toppings (5.29) than those adding to the basic pizza (2.71). This shows that starting with more toppings results in fewer being removed, highlighting the effects of defaults, loss aversion, and the endowment effect.
Cornell University Experiment
Application:
Top Search Results
Impact:
In a study at Cornell University, it was found that 42% of web users clicked on the top search result and 8% on the second. When they reversed the top two results, the new top result got 34% of clicks, and the new second result 12%, illustrating how defaults, like the order of search results, significantly sway user behavior.
CIO Website
Application:
Private settings & cookies policy
Impact:
Another popular example, which is now used often on websites, is privacy settings. CIO uses language in a clever way to steer its customers towards the default option. It looks easy to go with the default - you just click Accept or you can go to settings - this option seems harder since the user doesn't know where this button leads and how many more choices have to be made to use the website.
Skyscanner
Application:
Skyskanner sets the closest airport by user location
Impact:
Another subtle example of using defaults is presented on Skyskanner's main website. When searching for a flight, the origin airport and language of the website is automatically set to the user’s location.
Oxfam
Application:
Suggested donation amount on Oxfam
Impact:
Oxfam, which is a charity and donation website, presents default contribution amounts when users decide to donate. Users can then choose to contribute at the default level or modify the amount.
Wordpress
Application:
Opt-out email subscription form on Wordpress
Impact:
On Wordpress, when creating email subscription forms, users have the option to choose between opt-in vs. opt-out templates. Default option is when asking users to subscribe to the email lists, the checkbox is pre-checked, so it requires users active choice to deselect it and opt-out.
Health
Application:
Default bedtime on iOS Health App
Impact:
On the Health App on iOS, the bedtime and notifications are set by default, and users need to customize these settings to match their personal sleep schedules and preferences.
Decathlon
Application:
Decathlon uses default shipping address
Impact:
When ordering an item on Decathlon (and similarly on many other e-commerce websites), the system uses a default shipping address, which makes the checkout process faster for returning customers and reduces the need for repetitive information entry.
Spotify
Application:
Spotify resumes right where user left the app
Impact:
When opening Spotify, the app automatically resumes from the last played track or playlist, providing a seamless listening experience for users. This feature enhances user satisfaction by offering immediate continuity of their music or podcast session, without the need to manually search for and select the last played content.
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?