No. #10

Omission Bias
- The Inaction Influence

We tend to judge harmful actions as worse, or less moral, than equally harmful omissions (inactions). This can affect decision-making processes in product development, leading users to prefer products that 'do no harm' by omission over those that take an active stance, potentially leading to passive product features.

Read more on Wikipedia

Product example

In a health-tracking app, users may prefer not to receive active alerts about potential health issues, seeing the alerts as intrusive or harmful, versus the app omitting such alerts.

Empathy tips


Promote Informed Choices

Provide users with clear information to make informed decisions about feature use.


User Control

Allow users to customize alert settings to their comfort level.


Ethical Design

Consider the ethical implications of both action and inaction in design.


Feedback Loops

Gather user feedback on preferences for active versus passive features.

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