Our lives’ are full of choices, and the number of choices we get slammed with every day is overwhelming. Especially as the human experience increasingly moves into the digital space – e.g. digital ads heralding four different must-have services. The days of having a small set of options have gone the way of the dodo, and sadly, this isn't for the betterment of mankind. Modern products need to pull out every trick to get their product in front of consumers, and getting their attention isn't the hard part. It's what follows that gets challenging…getting someone to buy a product? Understanding the anatomy of a choice is crucial to surviving the new world of product design. If designers, developers and product owners can better understand how choices are made and, more importantly, why they get made, they will be better equipped to disrupt the market. This talk explores the complexity of making choices and how an environment built for choice leads to a better customer experience.

1. Choice...
The Gateway Drug to Engagement
Brad Nunnally - @bnunnally
Perficient XD - UX Solution Architect
SxSW 2014 - Future15 #sxswchoice

2. Daily Commute =
1,320 Decisions

3. Decisions Desire
Automation

4. Technology Is
Making It Worse

5. Attention
Environment
Effort

6. Attention Is A Tricky Beast
"Information consumes
the attention of its
recipients. Hence a wealth
of information creates a
poverty of attention."
Herbert Simon

8. Change Blindness

9. Here’s The Proof

10. Selective Attention

12. Clarity
Is Key

13. Use Established
Patterns

14. Noisy Environments

15. I Regret NOTHING!

19. Required Effort

20. Two Systems of Thinking

21. System 1 - Assumptions

22. System 2 - Rationale Thought

23. Evolution of a Customer

24. Little Effort As
Needed

25. Attention
Choice
Environment
Effort

26. design
A good game is a series
of interesting choices.
Sid Meier
Brad Nunnally

27. Is Loyalty
Dead?

28. The loyalty rate isn't that high. I could
have a big hit, then put out the next
single, and they say, Oh yeah, who
are you? Prove it again.
- Lenny Kravitz

29. Thank You!
Brad Nunnally
UX Solution Architect
Perficient XD
Email - brad.nunnally@perficient.com
Twitter - @bnunnally
Site - www.onestraythought.com
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