The optimism of #Purpose & science of #design in forging #digital customer experiences! Opinions my own!

Buying products and services is mentally taxing. In most cases, it’s not a “black and white” answer. You need to understand the available information, evaluate if it is the right fit, compare it to competitors, and then decide whether to buy or not to buy.

When you have an exhaustive product list, your prospects will have to go through the above decision-making process for each item on the list.

That’s a ton of work!

And it also leads to what social psychologists call choice overload. To summarize, when people are confronted with several options, they often pick none of them and move on to something else.

This was proven in an experiment: when 24 flavors of jam were available, 97% of people chose none, whereas when there were 6 available, 30% bought at least 1.

But the question remains…