Default Bias

A preselected option carries influence.

On this page

01 / UNDERSTAND

The idea

People may keep an existing selection because changing it takes effort or because they interpret it as a recommendation. A default should be useful, transparent and easy to change.

An existing selection is often retained because changing it requires effort or because it appears to be endorsed. Defaults influence feature adoption, package selection and routine habits. A suitable default can help; an unsuitable one can steer people into an unwanted commitment. Important preselected choices should be visible and easy to change.

02 / RECOGNISE

See it in real products.

Examples of how the principle can appear in an interface.

UberEXAMPLE 01

Recognise the influence of a preselection

Uber’s tipping example changes the suggested amount with conditions. The pattern illustrates why a cost-related default needs clear visibility and user control.

NoteCircleEXAMPLE 02

Provide a useful first entry

NoteCircle pre-fills an example task so someone can try the main action. The default is a starting point that can be replaced with their own task.

Purchase defaultsEXAMPLE 03

Defaults deserve deliberate choices

Purchase defaults can steer people into commitments they did not actively choose. Compare these with defaults that support a frequent task, and make the selected option and its consequences clear.

Example source

03 / CONNECT

Why it matters.

Preselection can influence conversion, purchases and feature adoption. A helpful default can also reduce routine effort, so evaluate whose needs it actually serves.

Possible influences to investigate, rather than guaranteed outcomes for every product.

04 / APPLY