The wrong hour

Chronobiology discovered we're not the same person at 9am as at 9pm. The brain makes riskier financial decisions before lunch. It's more susceptible to emotional advertising at the end of the day. Decision fatigue is real and cumulative — after a certain number of choices, the brain starts choosing what's easiest, not what's best.

The customer journey almost always ignores the biological moment in which it occurs. It designs steps, screens and messages as if the user were the same at any hour.

Tiredness isn't a user problem. It's a design data point.

The experience that works at 10am can be exactly the wrong obstacle at 10pm.