What’s on the menu for lunch today? You could stick to your favorite spot where you know exactly what to order and the warm welcome from the waiter is a given. Alternatively, you might decide to try something new. That means scrolling through reviews, checking if the restaurant caters to all dietary preferences, and persuading your coworkers to give it a shot.

These everyday choices are deeply embedded in human behavior and form the basis for many app designs. We’re constantly toggling between exploration and exploitation—seeking novelty or sticking with the familiar. This applies not only to food but also to music (trying a new genre playlist), movies, books, and YouTube channels.

When developing an app, understanding this pattern is crucial. You want to empower users to either discover new experiences or focus on their preferences. That’s why features like favorites lists, wishlists, and "surprise me" buttons are so popular. Always begin app development by considering the end user’s needs.