Decoy effect

The decoy effect is a phenomenon where consumers change their preference between two options when presented with a third option that is asymmetrically dominated. In UX design, this can be used to guide user choices towards a preferred outcome by strategically placing decoy options.

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Implications of this principle

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• Strategic pricing: Use pricing structures where the decoy option makes one of the main options appear more valuable.
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• Feature comparison: Present features in a way that the decoy option highlights the advantages of the preferred choice.
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• Subscription plans: Design subscription plans so that one option becomes more attractive in the presence of a decoy.
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• Product bundles: Create product bundles where the decoy bundle makes another option seem like a better deal.
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• Visual hierarchies: Use visual hierarchies to make the preferred option stand out against the decoy.

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Desired effect

Utilizing the decoy effect in UX design influences user decision-making, subtly guiding them towards the most beneficial or desirable option. This technique can improve conversion rates and customer satisfaction by helping users make decisions that they feel confident about.

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Summary

The decoy effect is a strategic approach in UX design to influence user choices and preferences. By carefully designing options and comparisons, designers can guide users towards preferred outcomes, enhancing decision-making and overall user satisfaction.