This study suggests a framework that analyzes individual preferences towards interactive systems by modeling users’ evaluations of the cognitive costs and the benefits of using the systems. A graphical cost-benefit approach, which was originally applied in the area of system analysis and design to help decision-makers select computer systems for organizations, is applied in the area of human-computer interactions (HCI) to predict users’ preferences of alternative application designs. We tie the HCI design methodology of personas to the cost-benefit model. Currently, we mainly propose the applicability of the original model into the field of HCI, and suggest a series of studies that will show that a user’s preference can be predicted using the model. Initial results from a study on a backpack purchasing website already supports the relevance of the original model in HCI and indeed encourages further research to examine the model’s applicability.