The Default Effect describes the phenomenon that people tend to keep the given default option instead of actively selecting an alternative or changing settings. This often happens out of convenience, lack of motivation, or because the default option is perceived as trustworthy. The Default Effect is a powerful tool in decision design because it strongly influences which choice users actually make.

Origin

  • Samuelson, W., & Zeckhauser, R. (1988). Status Quo Bias in Decision Making. Journal of Risk and Uncertainty, 1(1), 7–59.
  • Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. Yale University Press.

Application in UX and UI design

The Default Effect is a crucial factor in UX and UI design for controlling user behavior and facilitating decisions. Default settings significantly influence how users interact with an application – both in a positive and potentially manipulative way.

Strategies for using the Default Effect in UX design:

  • Setting defaults consciously: Presets should be chosen to accommodate most users and support their goals.
  • Reduce complexity: When there are too many options to choose from, users often feel overwhelmed. A well-thought-out default value can make decision-making easier.
  • Consider opt-in vs. opt-out: Studies show that people are more likely to stick with an option if it is activated by default (e.g. organ donation registration or privacy settings).
  • Maintain user control: Default options should be a sensible recommendation, but leave users the freedom to customize them to maintain trust.

    • Practical examples of the Default Effect

  • Subscription models: Many streaming services such as Netflix or Spotify offer automatically renewing subscriptions that are set as the default, so users have to actively cancel them.
  • Cookie banners and privacy settings: Many websites set the minimum necessary cookies by default, while advanced tracking options must be actively selected by users (opt-in).
  • Form and checkout processes: In online shops, certain shipping options (e.g. "standard shipping") or payment methods are often preselected to simplify the purchasing process.

    • However, the Default Effect can also be used manipulatively to unconsciously steer users in a direction that is not in their best interest. Dark patterns, such as intentionally setting default values for unwanted newsletter subscriptions or automatic contract renewals, can undermine user trust.

    By using the Default Effect in an ethical and user-centered way, UX designers can facilitate decisions, reduce cognitive load and promote a positive User Experience without pushing users in a certain direction.

    Impact on the User Experience

    strong

    Further information