Coglode Cookbook

Reduce friction and make the best option effortless

Adding in a centralised default choice can be a good way to reduce cognitive load and increase decision speed

Centre-Stage Effect

We prefer the middle option in a horizontal set of choices

Default Effect

We tend to accept the option pre-chosen for us

If you're already displaying a small set of options horizontally, adding in a default choice can be a good way to reduce cognitive load further.

Help the uninformed
This may be even more important for new customers with little prior knowledge of your products and just want to get started.

Reduce complexity
It may also be good for user journeys where there are many decisions to make, offering a simple route through a complex choice architecture that could otherwise overwhelm.

Avoid the upsell
This pairing is designed primarily to reduce cognitive load, not increase basket value. With that in mind, ensure that you're using Defaults here to emphasise the middle (and best) option, instead of the most expensive option.

Task Completion

Reduce friction and make the best option effortless

Adding in a centralised default choice can be a good way to reduce cognitive load and increase decision speed

Centre-Stage Effect

We prefer the middle option in a horizontal set of choices

Default Effect

We tend to accept the option pre-chosen for us

If you're already displaying a small set of options horizontally, adding in a default choice can be a good way to reduce cognitive load further.

Help the uninformed
This may be even more important for new customers with little prior knowledge of your products and just want to get started.

Reduce complexity
It may also be good for user journeys where there are many decisions to make, offering a simple route through a complex choice architecture that could otherwise overwhelm.

Task Completion

Reduce friction and make the best option effortless

Adding in a centralised default choice can be a good way to reduce cognitive load and increase decision speed

If you're already displaying a small set of options horizontally, adding in a default choice can be a good way to reduce cognitive load further.

Help the uninformed
This may be even more important for new customers with little prior knowledge of your products and just want to get started.

Reduce complexity
It may also be good for user journeys where there are many decisions to make, offering a simple route through a complex choice architecture that could otherwise overwhelm.