What it is
People struggle to make decisions when given too many options.
How it shows up in CX
Customers delay or avoid choices when faced with excessive selection, leading to indecision.
CX pillars it strengthens
EffortConvenienceExpectations
How to design with it
1
Limit choices.
2
Reduce complexity in decision-making.
3
Use recommendation engines.
4
Guide customers toward the best-fit options.
5
Simplify categories.
6
Organize options to make navigation easier.
Supporting biases
Paradox of ChoiceCognitive Load
Opposing biases
Preference SatisfactionSingle-Option Ease
Related biases
Behavioral Biases
Design with behavior, not against it.
Explore more biases, or work with us to apply behavioral science to your customer experience.