Why we don’t know why we do what we do…

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This week we’re quoting…

Professor Thomas Oxley (CEO of Synchron)

What Oxley said:

“Most of our behaviours are driven by unconscious irrational whims.”

So we don’t know why we do what we do

When we interviewed Professor Thomas Oxley for the blog, these brief words hinted at a deep philosophical truth: much of what we do happens outside conscious awareness. And that insight carries important implications for how designers build technology today.

The hidden drivers of human behaviour

Experts in neuroscience and psychology have long studied the adaptive unconscious; a set of mental processes that influence decision-making outside conscious control.

These processes operate quickly and automatically to filter information, recognise patterns, and guide behaviour before we're even aware we’re making decisions at all. 

Similarly, cognitive science identifies cognitive biases – systematic deviations from rational judgment that shape our decisions and perceptions. These include heuristics like anchoring, availability bias, and emotional framing, many of which occur without our awareness. 

This kind of research across neuroscience and psychology supports Oxley’s observation that “We don’t really know why we do what we do.” Our behaviour is structured well before our consciousness steps in. Sometimes that’s a good thing; and sometimes it’s…not so good. 

But why does this matter for tech designers? 

Because if we only consider conscious choices (like clicks, swipe patterns, or poll responses) we risk building interfaces that feel smart but fundamentally misunderstand users.

Instead, in tech, we need to design for intuition. Given that much human behaviour is guided by fast, intuitive thinking, interfaces should support quick decisions rather than just rational workflows. Using ambient cues, progressive disclosure, and contextual defaults can align design with unconscious decision-making patterns.

Neurotechnology and neuromarketing research also shows how easily unconscious processes can be manipulated – even unintentionally. So to build trust and reliability, tech designers need to prioritise informed consent and transparency in experience flows.

Ultimately, all designers can benefit from expanding their knowledge of cognitive biases. And they can use those foundations in behavioural science to build empathy – by creating experiences that reduce frustration. For example, cognition knowledge could lead you to anticipate anchor effects, simplify choices, and frame information to support positive goals (instead of exploiting weaknesses). 

What that might look like in practice…

• Personalised onboarding that adapts to user familiarity: by detecting hesitation patterns, systems can offer simplified options or contextual guidance – bridging the gap between unconscious discomfort and conscious clarity.
  
• Gentle nudges: prompts that remind users to pause before critical decisions (such as social posts or financial transfers) can interrupt automatic behaviours and invite reflection – which becomes a safeguard against impulsivity.
  
• Choice architecture: thoughtful default settings for privacy or content preferences reduce the burden on different users and account for status-quo bias or decision fatigue.

The unconscious in human-centred design 

We’ve written about human-centred design before. But if we layer in an understanding of behaviours that happen before consciousness kicks in, we can design tech that’s even more centred around genuine human needs. 

Oxley’s insight can be seen as a design principle of its own. Maybe that sounds like a bit of a stretch; but when we recognise that people rarely act rationally in the moment, we understand that tech should anticipate uncertainty, respect subconscious influences, and create the space our brains need for conscious recalibration (before we make any important decisions).

By centering products around the real architecture of human thought (and not just conscious intent), we can build digital tools that are more intuitive, more trustworthy, and more aligned with how people truly think.

This becomes more important as innovation accelerates 

As neurotechnology continues to develop – with breakthroughs in brain-computer interfaces and ambient AI assistants, to give just two examples – it’s becoming even more important to recognise unconscious drivers. Designers must ensure the power of these systems is used to uplift, not override, human agency.

Oxley’s observation points to a future where technology coexists with the layers of mind beneath our awareness. For the designers involved in creating that future, it’s critical to stay aware of how and why people act. 

When was the last time you were surprised by your own behaviour? 

We’d love to hear your anecdotes – moments when you noticed your adaptive unconscious had triggered a choice or behaviour that you hadn’t consciously intended to make.

See you back in your inbox next week. 

Have an idea for a topic you'd like us to cover? We're eager to hear it. Drop us a message and share your thoughts.

Catch you next week,
The LEAP Team