CX Game · Behavioral

Choice Architecture Workshop

This interactive game explores various ways to structure customer choices to improve decision-making and enhance customer satisfaction through targeted choice architecture strategies.

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Participants

2-8

Facilitators

Seniority

Any

Level

Medium

Learning Objective

Teams learn how the structure of a choice — order, defaults, number of options and framing — changes what customers pick, and practise designing choices that help rather than overwhelm.

How to Play

Setup

Present teams with a real decision point from your product (a pricing page, a settings screen, a plan selector).
Provide a toolkit of choice-architecture levers: defaults, sequencing, bundling, framing, decoys.
Give each team the same starting layout and a redesign canvas.

Rules of play

Teams redesign the choice using the levers, predicting how each change shifts behaviour.
Every change must be justified in terms of customer benefit, not just conversion.
Teams pitch their redesign; the room votes on clarity and fairness.
Run a 'too far' round where teams identify when a lever crosses into manipulation.

Debrief

Which single lever had the biggest effect on the predicted choice?
Where is the line between guiding a customer and tricking them?
Which defaults in your current product are set by accident rather than intent?

CX Principle Reinforced

There is no neutral way to present a choice — order, defaults and framing always influence the outcome. The only question is whether that influence is intentional and in the customer's interest.

Good choice architecture reduces cognitive load and decision regret; bad choice architecture maximises short-term conversion at the cost of long-term trust.

Format

Participants: 2-8
Facilitators: 1
Seniority: Any
Level: Medium

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