Ambiguity

We dislike ambiguity because it presents us with unknowns. Unknowns put us in situations that lack a clear outcome, which increases the risk of error. Increased risk triggers a biological stress response and demands cognitive effort to weigh up probabilities for the unknown factors. When in doubt, we naturally tend to err on the side of caution and decide to consider unknown outcomes as potential hazards and avoid them completely. This has a detrimental impact on user experience and tends to increase session abandonment.

How to reduce ambiguity in design:

• Use progress indicators: In multi step journeys, let people know their progress and what’s left

• Clarify outcomes: Help users understand what will happen if they choose an option

• Minimise / explain jargon: Keep language mainstream. If you must be technical, offer explanations

• Use consistent language: Be consistent with your story so people feel they’re on the right path