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Home
UX Glossary
Ego Depletion

🕯

Ego Depletion

After exerting energy on a task, you may be less motivated to start another.

Similar psychology:

Hyperbolic Discounting
Fresh Start Effect
Confirmation Bias

Likely impacts:

Conversion Rates
Effort & Motivation
Input Quality
Last updated: 23/09/2026

How to utilise this in your designs

You could remind users how much effort they'd face rebuilding everything manually, so importing existing settings feels like the easy route for ego depleted users.

Split UI with black left panel titled "Get us up to speed" and a blue "Next" button; right panel with radio buttons for Edge, Safari, or manual password entry choices.
Example from
Arc logo
Arc

Try opening with a single, easy-to-answer question that leads straight into a lesson, so users reach value in about one click, before ego depletion sets in.

UX shows a white quiz card with "Daily question" underlined in red, asking about apology frequency, with emoji answer options; arrows point to motivational and anger management screens.
Example from
Ahead logo
Ahead

If users back out of a big decision, you could offer to remind them later, giving ego depleted users a natural pause to reset, rather than abandoning the task.

Carbon offset UI shows options to offset 100%, 120% (selected), or 200% of CO2 footprint with monthly costs; reminder toggle for follow-up in 7 days visible.
Example from
Klima logo
Klima

You could reword a sign-up CTA as something lighter, e.g., "tell us your interests", so account creation feels like less effort for users already low on willpower.

Mobile UI with a person illustration, headline "Invest in your personal growth while waiting" in blue/black, subtitle, pagination dots, green "Tell us your interests" button highlighted by an orange arrow, and grey "Log in" button below.
Example from
Blinkist logo
Blinkist

When asking for subjective input, try anchoring each option to something obvious, like being able to talk, so ego depleted users spend less mental energy answering.

Black UI panels show exercise intensity levels 1, 7, and 9 with white bold numbers and labels; underlined orange text emphasizes "walking slowly," "hard to talk," and "no talking."
Example from
Nike logo
Nike

Possible impacts

Reducing effort and offering clear incentives could help convert more users who arrive already ego depleted, rather than losing them to an easier option or to giving up.

As seen in:
Arc logo
Arc
Leveraging loss aversion
Klima logo
Klima
An anti-churn strategy

Shortening sign-up and lowering cognitive load might help users keep their motivation for longer, as long, demanding flows can drain willpower before they reach value.

As seen in:
Arc logo
Arc
Leveraging loss aversion
Blinkist logo
Blinkist
Lowering the commitment

Keeping demanding steps short and simple may improve the quality of data users give you, as ego depleted, tired or bored users tend to rush and input worse answers.

As seen in:
Nike logo
Nike
Contextualising the effort
Peter Ramsey, Built for Mars Founder

Written by Peter Ramsey

Consultant to 100+ companies

Published: 05/09/2023