No. #21

Distinction Bias
- Enhanced Differentiation in Comparison

Distinction bias describes the tendency to view two options as more dissimilar when evaluating them simultaneously than when evaluating them separately. This can affect how users choose between product versions or features.

Read more on Wikipedia

Product example

Users comparing two subscription plans side by side might overemphasize minor differences, affecting their choice.

Empathy tips


Simplify Choices

Present options with clear distinctions to avoid overwhelming users.


Highlight Key Features

Emphasize the most relevant features or benefits that distinguish each option.


User-Centric Design

Design comparison tools that are intuitive and user-friendly.


Contextual Information

Provide context for each choice to help users understand their significance.

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UX Designer and AI Ethics Strategist guiding innovative product development and educational workshops
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Eddy Salzmann
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Ola Möller
Founder of MethodKit who has a passion for organisations and seeing the big picture
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