Changing the default tab

Nike will default to either the “Men” or “Women” tab, depending on your logged in profile.

Behind this Bite

This is a really small detail (almost boring), but it's really common to miss this little trick.

AI insights

Default Bias is when people stick to the default option because it takes less effort. Nike defaults to "Men" or "Women" tabs based on your profile so that shopping feels faster and easier.
Familiarity Bias means users prefer what feels familiar. Nike’s tabbed layout matches common shopping patterns, so users instantly know where to start, which reduces hesitation.
Context Shifting is the mental cost of switching tasks. By auto-selecting the right tab, Nike cuts out a step, so users don’t have to shift context or re-orient themselves, making routine shopping smoother.
Gmail also uses defaults, like pre-checked settings during onboarding. Both Nike and Gmail make it easier to move forward by reducing the number of choices users need to make.
Apple TV auto-plays the next episode by default. Like Nike’s gender-based tab defaults, this nudges users down a likely path, boosting efficiency and making the experience feel tailored.