No. #122

Loss Aversion
- The Disproportionate Fear of Losses

Loss aversion refers to the tendency to prefer avoiding losses to acquiring equivalent gains: it's better to not lose $5 than to find $5. This bias can influence user behavior in financial decisions, risk assessment, and even in user interface design, where the fear of losing progress, data, or status can affect how users interact with a product.

Read more on Wikipedia

Product example

Users might avoid updating an app or changing settings due to fear of losing personalizations or data.

Empathy tips


Minimize Perceived Losses

Design interfaces and experiences to minimize perceived losses or changes.


Clear Communication on Risks

Communicate clearly about the risks of loss and the measures taken to prevent them.


Reassure Data Security

Reassure users about data security and backup systems to mitigate loss aversion.


Simplify Recovery Processes

Ensure that recovery processes for lost data or progress are simple and well-explained.

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