Sixty-six UX patterns in one place, from anchoring to the Zeigarnik effect. None of them require visual design; they are about behavior and cognition.
UX patterns are recurring, behavior-based processes drawn from psychology, semiotics and anthropology, not visual UI elements. This library lists 66 of them, each with its type (cognitive bias, game reward, social influence and so on) and a short definition. Examples include anchoring, loss aversion, social proof, scarcity, the peak-end rule and the Zeigarnik effect. The list keeps growing, and patterns can also change or disappear, which is a core idea of Quantum UX.
This is part two of a three-part series. Start with UX patterns: how to take advantage of them for the theory, then use the library below as reference. None of these patterns require UI design; they relate to user journeys and cognitive processes. Many also appear in our persuasive design guide.
The UX pattern library (66 patterns)
| Pattern | Definition | Type |
|---|---|---|
| Achievement | Earning achievements or badges gives a sense of accomplishment. | Game reward |
| Anchoring | Initial information influences subsequent decisions as a reference point. | Cognitive bias |
| Appropriate Challenge | Tasks matched to a user’s skill level stay motivating. | Game design |
| Authority Bias | People tend to follow those they perceive as authorities. | Social influence |
| Cashless Effect | The ease of digital payment can increase spending. | Cognitive |
| Choice Closure | People prefer decisions that feel resolved and closed. | Cognitive |
| Chunking | Breaking information into smaller, manageable pieces aids memory. | Cognitive technique |
| Cognitive Dissonance | Discomfort from conflicting beliefs motivates change. | Psychological |
| Commitment & Consistency | People strive to align actions with past commitments. | Psychological |
| Competition | Striving to outperform others raises motivation and effort. | Motivation |
| Conceptual Metaphor | Metaphors make abstract ideas easier to grasp. | Cognitive technique |
| Curiosity | People are drawn to information gaps and seek to fill them. | Cognitive |
| Decoy Effect | A less attractive option nudges choice toward a target option. | Cognitive bias |
| Delay Discounting | Future rewards are undervalued compared with immediate ones. | Cognitive bias |
| Delighters | Unexpected surprises create memorable, positive moments. | UX enhancement |
| Endowment Effect | People overvalue things they already own. | Cognitive bias |
| Fixed Rewards | Consistent, predictable rewards maintain motivation. | Game design |
| Framing | How information is presented alters perception and choice. | Cognitive bias |
| Fresh Start Effect | New beginnings (dates, events) motivate behavior change. | Behavioral |
| Goal-Gradient Effect | Effort accelerates as a goal gets closer. | Psychological |
| Halo Effect | One positive impression colors unrelated judgments. | Cognitive bias |
| Hedonic Adaptation | People adapt quickly to positive change, so excitement fades. | Psychological |
| Illusion of Control | Believing in more control over outcomes than is realistic. | Cognitive bias |
| IKEA Effect | People value things more when they helped create them. | Cognitive bias |
| Inaction Inertia Effect | Inaction is preferred due to perceived effort, causing procrastination. | Cognitive |
| Intentional Gaps | Deliberate gaps or uncertainty spark curiosity and exploration. | Game design |
| Investment Loops | Invested time, effort or resources create a cycle of engagement. | Game design |
| Kairos | Acting at the opportune moment to maximize impact. | Timing |
| Liking | Positive feelings toward a person or brand sway decisions. | Social influence |
| Limited Choice | Fewer options reduce decision complexity. | Design strategy |
| Limited Duration | Time-limited offers create urgency and prompt action. | Design strategy |
| Loss Aversion | Fear of losing outweighs the desire to gain. | Cognitive bias |
| Need for Closure | A desire for definitive answers and discomfort with ambiguity. | Cognitive bias |
| Negativity Bias | Negative information has a stronger impact than positive. | Cognitive bias |
| Noble Edge Effect | Highlighting ethical or altruistic aspects increases appeal. | Social |
| Nostalgia Effect | Fondness for the past evokes positive emotion and connection. | Emotional |
| Pattern Recognition | Recognizing familiar patterns simplifies decisions. | Cognitive skill |
| Peak-end Rule | We judge experiences by their peak moment and their ending. | Memory |
| Praise | Approval or admiration reinforces desired behavior. | Social reward |
| Present Bias | Immediate rewards are prioritized over future ones. | Cognitive bias |
| Privileges | Special status or privileges influence behavior. | Social influence |
| Priming Effect | Prior stimuli shape later behavior and decisions. | Cognitive |
| Reduction | Simplifying complex information reduces cognitive load. | Simplification |
| Reciprocation | People feel obliged to return favors. | Social norm |
| Recognition over Recall | Showing options is easier than requiring users to remember. | Cognitive principle |
| Reputation | Status or image influences trust and credibility. | Social evaluation |
| Retaliation | Reacting to perceived slights or harm. | Social interaction |
| Role Playing | Taking on roles or identities fosters exploration. | Social engagement |
| Scarcity | Perceived limited availability increases desirability. | Design strategy |
| Self-Expression | Customization lets users express themselves. | Personalization |
| Self-Monitoring | Tracking one’s own progress aids self-regulation. | Personal control |
| Serial Positioning Effect | The first and last items in a sequence are best remembered. | Memory |
| Set Completion | People are driven to complete sets or collections. | Cognitive |
| Shaping | Gradually guiding users toward desired behavior. | Behavioral design |
| Simulation | Realistic scenarios immerse users in an experience. | Immersion |
| Social Proof | People look to others’ actions for cues on how to behave. | Social influence |
| Status | Position in a social hierarchy influences behavior. | Social hierarchy |
| Storytelling | Narratives engage users and create emotional connection. | Narrative |
| Tailoring | Customizing content to the individual raises relevance. | Personalization |
| Temptation Bundling | Pairing a chore with a treat increases motivation. | Behavioral |
| Trigger | Cues that initiate a specific action. | Activation |
| Tunnelling | Guiding users along a set path toward a goal. | User guidance |
| Unlock Features | Unlockable features incentivize continued use. | Game reward |
| Value Attribution | Context shapes the perceived value of items or experiences. | Cognitive |
| Variable Rewards | Unpredictable rewards sustain engagement and excitement. | Behavioral |
| Zeigarnik Effect | Unfinished tasks tend to stay in memory. | Memory |
The library keeps evolving: new patterns emerge and old ones change or fade, which is one of the foundations of Quantum UX. Continue with the UI pattern library, and if you want the research behind it all, see UX research methodologies.
Recurring, behavior-based processes drawn from psychology and cognition, such as anchoring, loss aversion and social proof. They are about how users think and act, not about visual UI.
This library documents 66, but the list is not exhaustive and keeps growing as new patterns are recognized.
Many UX patterns are cognitive biases (anchoring, framing, loss aversion), but the set also includes game mechanics, social norms, memory effects and design strategies.
The tendency to fear losing what you have more than you value gaining something new, which strongly shapes decisions toward avoiding risk.
The tendency for unfinished tasks to linger in memory, which is why progress bars and incomplete profiles pull users back.
Want these patterns applied ethically and backed by research? Talk to Dorve.
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