What is the Recency Effect and how does affect in UX design?
The recency effect is a cognitive bias that describes how people tend to remember things that they encountered most recently. This effect has been observed in a variety of contexts, including memory retention, decision making, and even marketing. In the context of UX/UI design, the recency effect can be harnessed to create more effective digital experiences.
One of the key ways that the recency effect can be applied in UX/UI design is by ensuring that the most important information is presented at the end of a sequence. This is because users are more likely to remember and act on information that is presented to them last. For example, when designing a sign-up form, the most important call to action (such as “Submit” or “Create Account”) should be placed at the end of the form, so that it is fresh in the user’s mind when they are ready to take action.
Picture credits :Practical Psychology
Examples of the Recency Effect in UX/UI Design
LinkedIn is a social media platform for professionals, and one of the ways it leverages the recency effect is through its “Who’s Viewed Your Profile” feature. This feature shows users a list of people who have recently viewed their profile, which creates a sense of urgency and curiosity, as users want to know who is interested in them. By placing this information at the top of the user’s homepage, LinkedIn makes it easy for users to access and engage with this feature, while also leveraging the recency effect to encourage users to take action.
Amazon is one of the world’s largest e-commerce platforms, and it also leverages the recency effect in its design. For example, when a user visits a product page on Amazon, they are presented with a list of products that other users have recently viewed or purchased. By showing this information, Amazon is able to create a sense of urgency and scarcity, which can encourage users to make a purchase. Additionally, Amazon also uses the recency effect in its product recommendations, by showing users products that they have recently viewed or searched for.
The recency effect is a powerful psychological principle that can be leveraged in UX/UI design to create more engaging and effective digital experiences. By understanding how the recency effect works, designers can ensure that the most important information is presented at the end of a sequence, and that users are encouraged to take action. By studying the examples provided above, designers can gain valuable insights into how the recency effect can be applied in practice, and create more compelling and memorable digital experiences for their users.