Behavioural Principles in use:
Availability Heuristic
We tend to make decisions based on what’s most familiar or easily recalled.
Default Bias
We’re more likely to go with preset options than make new choices.
Cognitive Load
Too much information overwhelms us and slows decision-making.
Affordance
Design elements guide us towards the actions we’re meant to take.
Swaymarks in Action
11/ Availability Heuristic
Where?: The imagery of maps in the destination selection.
What's Happening?: The use of well-known locations (like "United States" or "Italy") makes these destinations feel immediately accessible and top-of-mind for users, influencing them to pick from these familiar options.
Why used?: The availability heuristic suggests that people tend to make decisions based on the information that is most readily available to them, which is often based on familiarity or ease of recall. By presenting these specific and easily recognizable locations, the app nudges users towards selecting popular or known destinations, making decision-making faster and easier.
25/ Default Bias
Where?: Pre-selected categories under "Where to?" (e.g., “United States,” “Italy,” and “I’m flexible”).
What's Happening?: These preset options encourage users to pick from common destinations or simply opt for flexibility in travel plans.
Why used?: Defaults help users make decisions quicker by offering typical or popular choices. This reduces friction and may accelerate the decision-making process, encouraging users to start their search without delay.
2/ Cognitive Load
- Where?: The simplified input fields ("When" and "Who").
- What's Happening?: Instead of overwhelming users with too many options, the design presents just a few simple inputs to manage cognitive load.
- Why used?: Reducing cognitive load makes the process easier and faster for users. By keeping the information minimal, the design encourages users to move forward without feeling burdened by too many decisions or details at once.
8/ Affordance
Where?: The prominent "Search" button at the bottom right.
What's Happening?: The large, brightly coloured button suggests it’s the next logical step after entering details.
Why used?: Affordances guide users on what actions to take. The design of the search button makes it clear that it’s the primary action to perform, helping users move through the app with minimal friction and encouraging them to initiate the search quickly.
