How Negativity Bias shapes our Psychology & UX: And What to Do About It

Have you ever noticed how you tend to remember the bad things more than the good things? Like when you get a bad review from a client, and you forget all the positive feedback you received before? Or when you find a bug in your app, and you ignore all the features that work perfectly?

This is called negativity bias, and it’s a natural and common phenomenon that affects how we perceive and interact with the world. It’s not your fault, it’s just how our brains are wired to help us survive and learn from our mistakes. But it can also mess up our user experience and satisfaction with digital products, especially when we encounter frustrating or disappointing experiences.

What is Negativity Bias?

Negativity bias is a cognitive bias that makes us give more weight and attention to negative information than positive information.

For example, imagine you do 1000 good things for someone, but the moment you do one mistake, they get angry at you and forget all the good things. How would you feel in this situation? Probably hurt, betrayed, and resentful.

This is because negative events are more salient, novel, and threatening than positive events. They also trigger stronger emotional responses and require more cognitive resources to process and cope with. Therefore, negative events have a greater impact on our memory and behavior than positive ones.

How Does Negativity Bias Affect UX Design?

Negativity bias can affect user experience and satisfaction with digital products in various ways. For instance, users may:

• Remember and magnify negative experiences, such as frustrating interfaces, error messages, complex navigation, etc., and overlook or minimize positive experiences, such as smooth interactions, helpful feedback, intuitive features, etc.
• Form negative impressions and expectations about the product based on a single or few negative experiences, and lose trust and confidence in the product.
• Disengage from or abandon the product after encountering negative experiences, and spread negative word-of-mouth about the product.

These effects can harm the reputation and success of the product, as well as the relationship between the product and the user.

Let me give you an example.

Imagine you are using a food delivery app to order your favorite pizza. You are hungry and excited to enjoy your meal. But then, something goes wrong. The app crashes, the order is delayed, the pizza is cold, or worse, it’s not what you ordered. How would you feel then? Probably angry, frustrated, and disappointed. And how likely would you be to use that app again? Probably not very much. And how likely would you be to tell your friends about your bad experience? Probably very much.

That’s how negativity bias can ruin your user experience and satisfaction with a digital product.

How to Overcome Negativity Bias in UX Design?

To overcome negativity bias in UX design, we need to help users recognize and reframe their negative thoughts, savour positive moments, practice mindfulness, celebrate small wins, and embrace realistic optimism. Some strategies to achieve this are:

• Use positive feedback to acknowledge user achievements, progress, and goals. For example, use gamification elements such as badges, points, levels, etc., to reward user actions and motivate them to continue using the product.
• Use social proof to show user testimonials, ratings, reviews, etc., to increase user trust and satisfaction with the product. For example, use star ratings or customer quotes to highlight the benefits and value of the product.
• Use contrast to show user how much worse their situation could be without the product. For example, use before-and-after images or statistics to demonstrate the improvement or transformation that the product can bring.
• Use humor to lighten up user mood and reduce stress. For example, use funny animations or messages to make user smile or laugh when they encounter an error or a delay.
• Use personalization to tailor user experience according to their preferences, needs, and goals. For example, use user names or avatars to create a sense of connection and belonging with the product.

Let me give you another example.

Imagine you are using a fitness app to track your workouts and health goals. You are motivated and determined to achieve your desired results. But then, something goes right. The app works smoothly, the feedback is encouraging, the features are intuitive, and the results are amazing. How would you feel then? Probably happy, proud, and satisfied. And how likely would you be to use that app again? Probably very much. And how likely would you be to tell your friends about your good experience? Probably very much.

That’s how overcoming negativity bias can enhance your user experience and satisfaction with a digital product.

How to Leverage Negativity Bias for Positive Design?

Negativity bias is not always bad. It can sometimes be used for positive design outcomes. For instance, negativity bias can help users:

• Avoid risks by alerting them of potential dangers or consequences of their actions. For example, use red color or warning icons to draw user attention to critical information or errors.
• Learn from mistakes by providing them with constructive feedback and guidance on how to improve their performance. For example, use tooltips or tutorials to explain tousers how to use a feature or fix an error.
• Improve their performance by challenging them with difficult but achievable goals. For example, use urgency or scarcity to create a sense of competition or motivation for users to act quickly or decisively.

Let me give you one more example.

Imagine you are using a travel app to book your dream vacation. You are excited and curious to explore new places and cultures. But then, something goes interesting. The app shows you some options that are limited in time or availability, some tips that warn you of potential issues or scams, and some challenges that test your skills or knowledge. How would you feel then? Probably alert, curious, and adventurous. And how likely would you be to use that app again? Probably very much. And how likely would you be to tell your friends about your interesting experience? Probably very much.

That’s how leveraging negativity bias can create a more engaging and enjoyable user experience with a digital product.

How to Be Transparent and Ethical in Design Choices?

When using negativity bias in design choices, we need to be transparent and ethical. We need to help users understand the rationale behind our design decisions, trust our product, and make informed choices. Some ways to achieve this are:

• Use clear labels to describe the purpose and function of each feature or element in the product. For example, use descriptive buttons or menus to indicate what action user can perform or what option user can choose.
• Use tooltips or notifications to inform user of any changes or updates in the product. For example, use pop-ups or banners to notify user of any new features or offers in the product.
• Use consent forms or privacy policies to disclose any data collection or usage in the product. For example, use checkboxes or links to ask user permission or agreement before collecting or sharing their personal information.

Let me give you a final example.

Imagine you are using a social media app to connect with your friends and family. You are happy and social to share your thoughts and feelings with others. But then, something goes transparent. The app tells you how it uses your data, why it shows you certain ads, and what options you have to control your privacy settings. How would you feel then? Probably informed, respected, and empowered. And how likely would you be to use that app again? Probably very much. And how likely would you be to tell your friends about your transparent experience? Probably very much.

That’s how being transparent and ethical in design choices can build a more trustworthy and loyal relationship with your users.

Conclusion

Negativity bias is a cognitive phenomenon that affects user perception and behavior. It can have negative or positive effects on UX design depending on how it is addressed. There are various strategies to overcome or leverage negativity bias in UX design for a more balanced and enjoyable user experience. Transparency and bias communication are essential for ethical and trustworthy design choices.

I hope you found this article useful and informative. If you have any questions or feedback, please feel free to share them in the comments below. Thank you for reading!

Signing off,

Whimsical Aditya