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    Psychology & Decisions

    Cognitive biases and effects that shape the decisions of users and teams.

    The Paradox of Choice: Why More Options on Your Website Mean Less Revenue
    Psychology & Decisions

    The Paradox of Choice: Why More Options on Your Website Mean Less Revenue

    The paradox of choice explains why visitors faced with too many options decide nothing at all. With the jam experiment, the limits of the effect, and concrete rules for navigation, pricing pages, and forms.

    5 min read
    The Peak-End Rule: What Visitors Really Remember About Your Website
    Psychology & Decisions

    The Peak-End Rule: What Visitors Really Remember About Your Website

    The peak-end rule explains why people judge experiences by their peak and their ending, not by the average. With Kahneman's experiments and concrete rules for checkout flows, contact forms, and farewell pages.

    5 min read