UX Café March '13 - Mark Doolan

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'Choice Architecture - issues that arise when presenting information and products to users'

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UX Café March '13 - Mark Doolan

  1. 1. CHOICE ARCHITECTUREHelping people to make choices By Mark Doolan March 2013 1
  2. 2. CHOICE IS ENPOWERINGAutonomy Flexibility Freedom 2
  3. 3. BUT CHOICE CAN DRIVE US MADAnxiety Regret Opportunity cost 3
  4. 4. LESS CHOICE IS MORE CHOICE24 jars = 3% conversion 6 jars = 30% conversion 4
  5. 5. SUPPORT MAXIMIZERSClear labeling Progressive disclosure Effective filtering 5
  6. 6. MAKE IT EASY FOR SATISFICERSRecommendations Framing Simple differentiation 6
  7. 7. THANK YOU 7

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