{"id":13916,"date":"2020-08-26T17:19:54","date_gmt":"2020-08-26T22:19:54","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=13916"},"modified":"2020-08-26T17:19:54","modified_gmt":"2020-08-26T22:19:54","slug":"the-paradox-of-human-behavior-in-web-design-novel-vs-routine-tasks","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/the-paradox-of-human-behavior-in-web-design-novel-vs-routine-tasks\/","title":{"rendered":"The Paradox of Human Behavior in Web Design: Novel vs. Routine Tasks"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 8<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">One of the unwritten laws governing UX&#8217;s world is that designers have to borrow insights from the established field of psychology during their creative process.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An understanding of the principles of human\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">behavior,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">aspirations,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">and motivations\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">are instrumental in making users perform the actions they are expected to.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we talk about simplicity for novel vs. routine tasks, we\u2019re actually referring to the paradox of human behavior in web design.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Users are accustomed to specific routines &#8211; behaviors on a website that they don\u2019t need to think twice about. The novel task, on the other hand, requires a deeper consideration and cognitive load.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To break down this paradox and know how to optimize for human behavior, you need to know and understand how the human brain makes decisions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where <\/span><a href=\"https:\/\/www.amazon.com\/Thinking-Fast-Slow-Daniel-Kahneman\/dp\/0374533555\"><span style=\"font-weight: 400;\">Daniel Kahneman<\/span><\/a><span style=\"font-weight: 400;\">\u2019s two-system principle comes in. <\/span><\/p>\n<div class=\"blog_img\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-13917 aligncenter\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/DUAL-OG--e1598476761570.jpg\" alt=\"\" width=\"680\" height=\"380\" data-wp-pid=\"13917\" \/><\/div>\n<div>\n<p><span style=\"font-weight: 400;\">It explains how <\/span><span style=\"font-weight: 400;\">the two operating systems (systems 1 and 2) in ou<\/span><span style=\"font-weight: 400;\">r brain work, and it gives ideas on how to increase conversions on your website, regardless of the human behavior you\u2019re trying to trigger.\u00a0<\/span><\/p>\n<p>After reading this article you will have an understanding of how to optimize for routine behaviors in your design. We have listed 10 different ideas that can help you achieve this.<\/p>\n<p>Let&#8217;s get straight into it:<\/p>\n<h4><b>Optimizing for Routine Experience\u00a0<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">In the realm of UX design, routine tasks refer to a series of actions regularly followed by users when interacting with a site. The process of routine formation happens when a behavior, through constant repetition, becomes automatic or habitual. It can be slow.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Optimizing a design that reinforces routine behavior is not as challenging as optimizing for novelty experience. Why? Because routine tasks designs appeal to System 1 of the brain\u2013 that part of the brain that makes irrational decisions, and is always on, fast and associative. System 1 is also known as the reptilian brain.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s a danger in appealing to System 2 in a design that is reinforcing <\/span><b>routine behavior<\/b><span style=\"font-weight: 400;\"> \u2013because system 2 triggers users to analyze facts, and when this happens, you risk losing them because of cognitive overload for an otherwise simple routine task.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you\u2019re optimizing for routine tasks behavior, as the case here, then your copy and design have to focus on these factors of system 1:\u00a0<\/span><\/p>\n<h4><strong>Measure and test<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">System 1 is swift in decision making.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When optimizing routine tasks, make sure you measure and use an AB testing tool like <\/span><a href=\"https:\/\/www.figpii.com\/\"><span style=\"font-weight: 400;\">Figpii <\/span><\/a><span style=\"font-weight: 400;\">to validate your design.<\/span><\/p>\n<\/div>\n<div><\/div>\n<div>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone size-full wp-image-13918\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/FigPii-Ab-test--e1598476942639.png\" alt=\"\" width=\"700\" height=\"339\" data-wp-pid=\"13918\" \/><\/div>\n<div><span style=\"font-weight: 400;\">Even with routine tasks, any \u201cchange\u201d can cause visitors (especially returning ones) to bounce because it simply isn\u2019t the exact same as what they are used to. They may have to visit a couple of times before making a decision to make a purchase.<\/span><\/div>\n<\/div>\n<div><\/div>\n<div>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone size-full wp-image-13919\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/segmentation-e1598477045585.jpg\" alt=\"\" width=\"680\" height=\"264\" data-wp-pid=\"13919\" \/><\/div>\n<\/div>\n<div><\/div>\n<div>\n<p><span style=\"font-weight: 400;\">So when measuring and testing, you should consider doing the following:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Segment data between new and returning visitors,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">monitor changes from day to day on Google Analytics\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.invespcro.com\/blog\/using-session-replay-videos-to-identify-conversion-problems-on-a-website\/\"><span style=\"font-weight: 400;\">Launch video recordings<\/span><\/a><span style=\"font-weight: 400;\"> to observe how visitors interact with the new change<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Launch Heatmaps for the test<\/span><\/li>\n<\/ul>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13920\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/The-Paradox-of-Human-Behavior-in-Web-Design-e1598477346137.png\" alt=\"\" width=\"680\" height=\"383\" data-wp-pid=\"13920\" \/><\/div>\n<h4><strong>Remove abundance of choice in your design<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">As the number of choices you present in your redesign increases, system 2 is triggered which can defeat the purpose of the change you have in mind. You want to keep this routine and seamless &#8211; so keep system one in play.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When a design has too many choices, this leads to a<a href=\"https:\/\/www.invespcro.com\/blog\/simplicity-over-abundance-of-choice\/\"> paradox of choice<\/a> and people may find it difficult to decide. In most cases, this results in a drop in conversions:<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13921\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/paradox-of-choice-.jpg\" alt=\"\" width=\"700\" height=\"402\" data-wp-pid=\"13921\" \/><\/div>\n<p><span style=\"font-weight: 400;\">In the world of UX design, less is always said to be more. Once a user is overwhelmed with choice, the focus is lost. In <a href=\"https:\/\/www.convertize.com\/author\/nora\/\">Nora Popova<\/a>&#8216;s words:\u00a0<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201cFeeling overwhelmed by a number of potential options often leads to inertia.\u201d<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">In the same vein, the<\/span> <a href=\"http:\/\/www.wheelofpersuasion.com\/technique\/hobsons1-effect\/\"><span style=\"font-weight: 400;\">Hobson\u2019s+1 Choice Effect<\/span><\/a> <span style=\"font-weight: 400;\">says:\u00a0<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201cDo not offer the alternative second option when a customer is \u2018goal-directed\u2019 (i.e. return visitors?), as there might be a counter-effect: distraction of his conscious \u2018system 2\u2019 behavior!<\/span><\/i><span style=\"font-weight: 400;\">\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">For example, having multiple calls to action on a single page distracts potential leads fro<\/span><span style=\"font-weight: 400;\">m conversion. See the example below:<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13922\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Frame-2-e1598477912745.jpg\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13922\" \/><\/div>\n<p><span style=\"font-weight: 400;\">They have an excessive amount of CTAs that use different phrases and do not accomplish the same goal, which can be overwhelming.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how do you get rid of distractions in your new design?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ensuring the design is not complicated through review, evaluation, and prototyping is critical for a seamless launch.<\/span><\/p>\n<h4><strong>Present facts and stats<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Copy changes can be subtle to the eye and will not change from the routine tasks or experiences, yet really appeal to that psychological component in the brain.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, we are able to retrieve most of <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/jobs-to-be-done-framework-in-conversion-optimization-projects\/\"><span style=\"font-weight: 400;\">our copy from customer\u2019s themselves<\/span><\/a><span style=\"font-weight: 400;\"> that describe that \u201cstruggling moment\u201d and the reason they \u201cHired\u201d a solution or a product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In reality, people don\u2019t care about your product features, they only care about how your product will make their life better:<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13923\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/confluence--e1598478023857.jpg\" alt=\"\" width=\"680\" height=\"394\" data-wp-pid=\"13923\" \/><\/div>\n<p><span style=\"font-weight: 400;\">But I have to mention that emphasizing the benefits of your products doesn\u2019t mean you should completely stop saying something about features \u2013 it\u2019s just a simple matter of priorities.\u00a0<\/span><\/p>\n<h4><strong>Make the design intuitive\u00a0<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Web design is said to be Intuitive when it makes users know exactly what to do the moment they land on it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The steps that steer users to make conversions have to be simple and straightforward. All the <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/the-conversion-framework\/\"><span style=\"font-weight: 400;\">FUDs <\/span><span style=\"font-weight: 400;\">(fear, uncertainty, and doubts) <\/span><\/a><span style=\"font-weight: 400;\">that c<\/span><span style=\"font-weight: 400;\">ustomers have should be addressed in both the copy and design.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an intuitive design, visitors don\u2019t have to wonder:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If they are on the right page or not?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What does the CTA button mean?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to add an item to the cart?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Where to click next?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What to do on the page?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If visitors\u2019 FUDs are not addressed, System 1 will get depleted and the chances of the customer making a purchase will be evaporated. So if you have designed for a routine behavior, you can make your website intuitive by doing the following:\u00a0<\/span><\/p>\n<p><b><i>Using visual or directional cues<\/i><\/b><span style=\"font-weight: 400;\">. These directional elements \u2013 arrows, images of people gazing, etc\u2013 literally point visitors towards your conversion goal.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13924\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/The-Paradox-of-Human-Behavior-in-Web-Design-e1598478231912.jpg\" alt=\"\" width=\"680\" height=\"383\" data-wp-pid=\"13924\" \/><\/div>\n<p><span style=\"font-weight: 400;\">The cues help visitors navigate your page and maintain a visual hierarchy.<\/span><\/p>\n<p><b><i>Use contrast to demand attention<\/i><\/b><span style=\"font-weight: 400;\">. Your most important CTA has to have a color that is different from the rest of your site for easy identification.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also use contrast as a way of separating blocks of text on a long home page and so as to encourage visitors to continue scrolling downwards. As you can see from our Invesp homepage, different block sections are separated by colors:\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13925\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Slide2-e1598478367579.png\" alt=\"\" width=\"680\" height=\"383\" data-wp-pid=\"13925\" \/><\/div>\n<h4><b>Attach emotion in the design<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Unlike system 2 which operates on logic and rationality, system 1 has an emotional charge. To hook your audience\u2019s emotions, it\u2019s not enough to <\/span><span style=\"font-weight: 400;\">just say it through your copy \u2013 you have to make the customer feel it through your design.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, this goes back to those JTBD customer interviews that can really help you <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/jobs-to-be-done-framework-in-conversion-optimization-projects\/\"><span style=\"font-weight: 400;\">build a copy that will appeal to their emotional and social state<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13926\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Frame-6-e1598478576547.jpg\" alt=\"\" width=\"680\" height=\"263\" data-wp-pid=\"13926\" \/><\/div>\n<p><span style=\"font-weight: 400;\">Attaching emotion to your design means taking different factors into account: color, image, and visuals, trigger pain, reduce cognitive load, use the right message, powerful storytelling, and personalization.\u00a0<\/span><\/p>\n<h4>Address the pain point<\/h4>\n<p><span style=\"font-weight: 400;\">You easily awaken System 1 if you frame your offers in terms of avoiding loss, instead of framing them in terms of gains.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">System 1 is about avoiding pain (frustration of playing golf wrongly) rather than gaining pleasure (becoming a pro golf player).<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13927\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Frame-5-e1598478721640.jpg\" alt=\"\" width=\"680\" height=\"266\" data-wp-pid=\"13927\" \/><\/div>\n<div><\/div>\n<div>Need another example?<\/div>\n<div><\/div>\n<\/div>\n<div>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13928\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/DANCE-e1598479006811.jpg\" alt=\"\" width=\"700\" height=\"343\" data-wp-pid=\"13928\" \/><\/div>\n<\/div>\n<div>\n<p><span style=\"font-weight: 400;\">In the design above &#8211; through a change of image we addressed the pain point of boring date nights, lack of intimacy with the before image &#8211; and then the after image of that same couple dancing in the kitchen because of the product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So if your design emphasizes solving pain over benefits, you\u2019ll be able to appeal to system 1. Insurance copywriters use this tactic all the time\u2026\u00a0<\/span><\/p>\n<h4><strong>Include Comparisons<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">The system 1 part of our brain gets easily hooked by comparisons. Comparison is a fundamental human impulse, there\u2019s no shutting it down. Check out the difference between these two headlines:<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13929\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Frame-4.jpg\" alt=\"\" width=\"680\" height=\"289\" data-wp-pid=\"13929\" \/><\/div>\n<p><span style=\"font-weight: 400;\">Another way of going about comparisons in design is by using before and after images, as seen in the example below:\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13930\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/alighn-e1598479323149.jpg\" alt=\"\" width=\"680\" height=\"444\" data-wp-pid=\"13930\" \/><\/div>\n<h4><strong>Use images and videos!\u00a0<\/strong><\/h4>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13931\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/use-images-e1598479443133.png\" alt=\"\" width=\"500\" height=\"350\" data-wp-pid=\"13931\" \/><\/div>\n<p><span style=\"font-weight: 400;\">System 1 is visual-oriented because our optic nerve is directly connected to that part of the brain. You depend on system 1 to see visuals long before other areas of the brain have deciphered any visuals.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13932\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/nordstrom-e1598479570269.jpg\" alt=\"\" width=\"680\" height=\"340\" data-wp-pid=\"13932\" \/><\/div>\n<p><span style=\"font-weight: 400;\">So visual aesthetics in a design that reinforces a routine behavior have to be simplified as much as possible. Visuals have to be positioned in areas that make users skeptical.\u00a0<\/span><\/p>\n<h4><b>Make the copy scannable<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">This is important when your landing page is long. System 1 is designed to be so attentive, so it\u2019s best if you can place the most important elements of your copy above the fold. Suppose your system 1 lapses middle way through a long landing page, at least you\u2019d have indicated the most important stuff above the fold.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Data shows that when your copy is scannable, it <\/span><a href=\"http:\/\/backlinko.com\/viral-content\"><span style=\"font-weight: 400;\">boosts readability by 57%<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13933\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Frame-3-e1598479657821.jpg\" alt=\"\" width=\"680\" height=\"319\" data-wp-pid=\"13933\" \/><\/div>\n<p><span style=\"font-weight: 400;\">For the best results, optimize for the four pillars of scannable copy:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Short sentences or paragraphs<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Subheadings or Content Blocks<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">High cognitive fluency\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The large and clear font\u00a0<\/span><\/li>\n<\/ul>\n<h4><strong>Add Social Proof<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">As mentioned above, system 1 is that part of our brain that is protective and doubtful \u2013so to have it convinced, you need to provide proof of how your product made someone\u2019s life easier. One way of doing this is by adding real customer testimonials:\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13934\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/testimonials-og-e1598479741207.jpg\" alt=\"\" width=\"680\" height=\"384\" data-wp-pid=\"13934\" \/><\/div>\n<p><span style=\"font-weight: 400;\">All this can be done using visuals such as demos, before and after photos, video testimonials, and more. System 1 isn\u2019t logical if you show it a great source of proof, it is more likely to trust your claim that there is more value than the cost.\u00a0<\/span><\/p>\n<h4><strong>Simplicity is key<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">The simpler your copy and design are, the easier it is for system 1 to comprehend it alone without the assistance of system 2. Decision points such as CTAs also have to be reduced because they lead to logical thinking which is system 2.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make it easy for the user to automatically move towards the conversion goal without much thought. A combination of little copy and apparent images and visualization spells out simplicity.\u00a0<\/span><\/p>\n<h3><b>Conclusion<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Whether you\u2019re pushing to reinforce or disrupt a certain behavior, the design and the copy should always be optimized for system 1. Why? Because it is that part of our brains that is always active and it is responsible for more than 98% of decisions we make. In fact, it\u2019s much easier to optimize for a system that is awake than to activate one that\u2019s sleeping. <\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 8<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>One of the unwritten laws governing UX&#8217;s world is that designers have to borrow insights from the established field of psychology during their creative process.\u00a0 An understanding of the principles of human\u00a0 behavior,\u00a0 aspirations,\u00a0 and motivations\u00a0 are instrumental in making users perform the actions they are expected to.\u00a0 When we talk about simplicity for novel [&hellip;]<\/p>\n","protected":false},"author":54,"featured_media":13935,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,18],"tags":[],"class_list":["post-13916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-ux"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/13916","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/54"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=13916"}],"version-history":[{"count":0,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/13916\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/13935"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=13916"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=13916"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=13916"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}