Comments on: Article: The Paradox of Choice: An Interview with Barry Schwartz http://www.uie.com/brainsparks/2006/08/28/article-the-paradox-of-choice-an-interview-with-barry-schwartz/ UIE\'s latest insights on the world of design Sun, 14 Mar 2010 02:42:28 +0000 http://wordpress.org/?v=2.9 hourly 1 By: redefining search http://www.uie.com/brainsparks/2006/08/28/article-the-paradox-of-choice-an-interview-with-barry-schwartz/comment-page-1/#comment-104257 redefining search Fri, 25 Jan 2008 00:26:41 +0000 http://www.uie.com/brainsparks/?p=312#comment-104257 [...] of the description to get even more accurate.  But the real power is in giving the user choices, but not too many.  And the choices they have should be directly applicable to whatever it is they’re [...] [...] of the description to get even more accurate.  But the real power is in giving the user choices, but not too many.  And the choices they have should be directly applicable to whatever it is they’re [...]

]]> By: » Bloglines Is the Best http://www.uie.com/brainsparks/2006/08/28/article-the-paradox-of-choice-an-interview-with-barry-schwartz/comment-page-1/#comment-26114 » Bloglines Is the Best Thu, 21 Sep 2006 12:36:41 +0000 http://www.uie.com/brainsparks/?p=312#comment-26114 [...] 4) Too many choices. A great article by Jared Spool recently talked about how too much choice can overwhelm users and be more frustrating than helpful. When I go to Feedburner sites, I feel that panic mounting in me when faced with so many subscription choices. There are so many sites trying to be the aggregator or directory of blogs or podcasts that it’s overwhelming. And then there’s just finding the blogs and podcasts, however you do it — there are millions to wade through, and that in itself can be daunting. It’s just too much! [...] [...] 4) Too many choices. A great article by Jared Spool recently talked about how too much choice can overwhelm users and be more frustrating than helpful. When I go to Feedburner sites, I feel that panic mounting in me when faced with so many subscription choices. There are so many sites trying to be the aggregator or directory of blogs or podcasts that it’s overwhelming. And then there’s just finding the blogs and podcasts, however you do it — there are millions to wade through, and that in itself can be daunting. It’s just too much! [...]

]]> By: Heidi http://www.uie.com/brainsparks/2006/08/28/article-the-paradox-of-choice-an-interview-with-barry-schwartz/comment-page-1/#comment-24379 Heidi Sat, 09 Sep 2006 15:18:55 +0000 http://www.uie.com/brainsparks/?p=312#comment-24379 I just listened to the full podcast of the Schwartz interview and now realize that the Amazon Jello example fits into the Amazon Book paradigm: when you know exactly what you want, a place like Amazon is perfect because you'll be able to find it. When you know you want Jello, you can buy Jello. Then, the first time, you might browse all of the flavors, but then on subsequent visits to the Amazon Jello page, you can quickly target your favorite [perhaps exotic] flavor and be at the checkout within seconds or minutes. So it really does come down to whether you're browsing or selecting. You SELECT your Jello, but you BROWSE for digital cameras. However, on your first visit, you are Browsing for the Jello, much like you're sampling ALL of the jams that Schwartz mentions in the podcast, and thus you perhaps forego the Jello is some cases because the number of choices is overwhelming, just as you forego purchasing the jam. I just listened to the full podcast of the Schwartz interview and now realize that the Amazon Jello example fits into the Amazon Book paradigm: when you know exactly what you want, a place like Amazon is perfect because you’ll be able to find it. When you know you want Jello, you can buy Jello. Then, the first time, you might browse all of the flavors, but then on subsequent visits to the Amazon Jello page, you can quickly target your favorite [perhaps exotic] flavor and be at the checkout within seconds or minutes.
So it really does come down to whether you’re browsing or selecting. You SELECT your Jello, but you BROWSE for digital cameras. However, on your first visit, you are Browsing for the Jello, much like you’re sampling ALL of the jams that Schwartz mentions in the podcast, and thus you perhaps forego the Jello is some cases because the number of choices is overwhelming, just as you forego purchasing the jam.

]]> By: Heidi http://www.uie.com/brainsparks/2006/08/28/article-the-paradox-of-choice-an-interview-with-barry-schwartz/comment-page-1/#comment-24232 Heidi Fri, 08 Sep 2006 20:08:27 +0000 http://www.uie.com/brainsparks/?p=312#comment-24232 I was listening to a podcast of The Works (great Seattle NPR show that covers business/tech topics), and the host was interviewing an Amazon.com employee whose primary responsibility is to make the Amazon grocery store the best it can be. She was talking about how all of her vendors and all of her data show that consumers want MORE products to choose from. You can download the MP3 of the Amazon interview and listen to it: http://www.kuow.org/defaultProgram.asp?ID=11314. She was talking about how their data show that customers like choosing from 70 Jello flavors. She was saying that her vendors have been telling her that the feedback they receive from their customers is that they like to select from a wide variety of flavors/variations. And Amazon gives users the ability to shop for 70 flavors, unlike a grocery store where people select from the top 5 flavors. So perhaps it does come down to the type of decision that you're making: for digital cameras, less choice or somehow "smart filters." But for something that is feature-less and easy to comprehend, like Jello, being able to select the exotic, less-known flavor is OK. Or perhaps shopping at Costco is so enjoyable because if you want decaf coffee beans, you sometimes only get one option--a peaceful decision. I was listening to a podcast of The Works (great Seattle NPR show that covers business/tech topics), and the host was interviewing an Amazon.com employee whose primary responsibility is to make the Amazon grocery store the best it can be. She was talking about how all of her vendors and all of her data show that consumers want MORE products to choose from. You can download the MP3 of the Amazon interview and listen to it: http://www.kuow.org/defaultProgram.asp?ID=11314.

She was talking about how their data show that customers like choosing from 70 Jello flavors. She was saying that her vendors have been telling her that the feedback they receive from their customers is that they like to select from a wide variety of flavors/variations. And Amazon gives users the ability to shop for 70 flavors, unlike a grocery store where people select from the top 5 flavors.

So perhaps it does come down to the type of decision that you’re making: for digital cameras, less choice or somehow “smart filters.” But for something that is feature-less and easy to comprehend, like Jello, being able to select the exotic, less-known flavor is OK. Or perhaps shopping at Costco is so enjoyable because if you want decaf coffee beans, you sometimes only get one option–a peaceful decision.

]]> By: Ed Schlotzhauer http://www.uie.com/brainsparks/2006/08/28/article-the-paradox-of-choice-an-interview-with-barry-schwartz/comment-page-1/#comment-23034 Ed Schlotzhauer Wed, 30 Aug 2006 18:01:06 +0000 http://www.uie.com/brainsparks/?p=312#comment-23034 I recommend you read Mr. Schwartz's book that Jared referenced ("The Paradox of Choice: Why More is Less"). It is tedious in places but he makes some very interesting points. Don't make the mistake of of reading this as "eliminate all choice or control". For instance, a link-rich web page is not a problem, because clicking on a link is not a "choice" in the sense he is describing. It is an exploration. The user can go back any time and go down a different path. It is easily reversable. It is not like buying a car or choosing a career or even (to use one of his examples) choosing a jar of jam. I think, from my own experience, that the sheer amount of choice everyone faces everday and the near impossibility of getting enough information to make an intelligent decision is a mounting problem. As a community of people who want to make the user experience better, we should think about this and act on it where we can. I recommend you read Mr. Schwartz’s book that Jared referenced (“The Paradox of Choice: Why More is Less”). It is tedious in places but he makes some very interesting points.

Don’t make the mistake of of reading this as “eliminate all choice or control”. For instance, a link-rich web page is not a problem, because clicking on a link is not a “choice” in the sense he is describing. It is an exploration. The user can go back any time and go down a different path. It is easily reversable. It is not like buying a car or choosing a career or even (to use one of his examples) choosing a jar of jam.

I think, from my own experience, that the sheer amount of choice everyone faces everday and the near impossibility of getting enough information to make an intelligent decision is a mounting problem.

As a community of people who want to make the user experience better, we should think about this and act on it where we can.

]]> By: Anne Caborn http://www.uie.com/brainsparks/2006/08/28/article-the-paradox-of-choice-an-interview-with-barry-schwartz/comment-page-1/#comment-22915 Anne Caborn Tue, 29 Aug 2006 08:08:38 +0000 http://www.uie.com/brainsparks/?p=312#comment-22915 The work we've done at CDA strongly indicates that people respond best when they feel in control of the decision making process. Filters to reduce choice make sense but they must be presented from the user perspective. So, while the Amazon model: "People who bought this also bought..." does work, it is much more stimulating for the user if they get to set the filters eg dropdowns/radio buttons that allow them to dictate maximum price, features, colour.... and even demographic – Are you -0- Someone who loves technical gadgets -0- Someone who likes things kept simple -0- The sort of person who enjoys reading the manual that comes with a new product? These demographic filters should reflect the product or service offering. So long as the site has a good content management system, this is relatively straightforward to set up and can bring choice down to manageable levels. It's also important the choices about choices don't get too complicated. Think in terms of groups of 3 or 5 simple questions (3s and 5s are good brain management multiples) that cut the ultimate choice list by at least 75% or down to one short web page. You can offer More choices? as an option. The work we’ve done at CDA strongly indicates that people respond best when they feel in control of the decision making process. Filters to reduce choice make sense but they must be presented from the user perspective. So, while the Amazon model: “People who bought this also bought…” does work, it is much more stimulating for the user if they get to set the filters eg dropdowns/radio buttons that allow them to dictate maximum price, features, colour…. and even demographic – Are you -0- Someone who loves technical gadgets -0- Someone who likes things kept simple -0- The sort of person who enjoys reading the manual that comes with a new product? These demographic filters should reflect the product or service offering. So long as the site has a good content management system, this is relatively straightforward to set up and can bring choice down to manageable levels. It’s also important the choices about choices don’t get too complicated. Think in terms of groups of 3 or 5 simple questions (3s and 5s are good brain management multiples) that cut the ultimate choice list by at least 75% or down to one short web page. You can offer More choices? as an option.

]]> By: Drew http://www.uie.com/brainsparks/2006/08/28/article-the-paradox-of-choice-an-interview-with-barry-schwartz/comment-page-1/#comment-22879 Drew Tue, 29 Aug 2006 01:16:04 +0000 http://www.uie.com/brainsparks/?p=312#comment-22879 "It Depends." In this case, I think it depends on the type of choice being made and, most crucially, where the expertise lies in making the choice. In the case of choosing a camera from an ever-growing, ever-changing variety of cameras, I'd argue that in most cases the manufacturers are the experts. They know not only what makes a good camera from a technical point of view, they know what features they put into their cameras and what they're good for. The typical camera buyer, assuming she's not a professional or even dedicated amateur photographer, knows she wants a portable camera that takes good pictures, and maybe a handful of features she wants in addition to that, but she's not the expert. In this case I fully agree that it's the site's job to help guide her to the camera that's best for her -- artificially limiting the choices to make her happier would actually just hide the problem, not solve it. She still doesn't know there might be a better camera out there for her, but she's happier because she thinks she's gotten the best one. (There's a political analogy here but I won't go there.) In other types of choices, she's the expert. Ask her what color camera she wants. Eight color choices might lead to a little more anxiety (my favorite color changes daily, it seems) but she's still the expert on what color she likes. Give her a list of 24 electronics categories and if they're well-defined and distinct, she can point to "Cameras." Would she be happier with one single 48pt link that says "Cameras"? Maybe, but how did the site designer figure out what she was shopping for? I'm just feeling this out, but my gut says there's more to your first, richer comment about the site providing a catalog but no advice or guidance than there is to the fallback solution "just take away the choice." “It Depends.” In this case, I think it depends on the type of choice being made and, most crucially, where the expertise lies in making the choice.

In the case of choosing a camera from an ever-growing, ever-changing variety of cameras, I’d argue that in most cases the manufacturers are the experts. They know not only what makes a good camera from a technical point of view, they know what features they put into their cameras and what they’re good for. The typical camera buyer, assuming she’s not a professional or even dedicated amateur photographer, knows she wants a portable camera that takes good pictures, and maybe a handful of features she wants in addition to that, but she’s not the expert. In this case I fully agree that it’s the site’s job to help guide her to the camera that’s best for her — artificially limiting the choices to make her happier would actually just hide the problem, not solve it. She still doesn’t know there might be a better camera out there for her, but she’s happier because she thinks she’s gotten the best one. (There’s a political analogy here but I won’t go there.)

In other types of choices, she’s the expert. Ask her what color camera she wants. Eight color choices might lead to a little more anxiety (my favorite color changes daily, it seems) but she’s still the expert on what color she likes. Give her a list of 24 electronics categories and if they’re well-defined and distinct, she can point to “Cameras.” Would she be happier with one single 48pt link that says “Cameras”? Maybe, but how did the site designer figure out what she was shopping for?

I’m just feeling this out, but my gut says there’s more to your first, richer comment about the site providing a catalog but no advice or guidance than there is to the fallback solution “just take away the choice.”

]]> By: Michael http://www.uie.com/brainsparks/2006/08/28/article-the-paradox-of-choice-an-interview-with-barry-schwartz/comment-page-1/#comment-22847 Michael Mon, 28 Aug 2006 20:27:05 +0000 http://www.uie.com/brainsparks/?p=312#comment-22847 Wow. That's interesting. Tell us more! The first thing I thought of when I read was the "rich link" home pages article -- http://www.uie.com/articles/linkrich_home_pages/ Is this a case of the difference between browsing to content and picking options? Wow. That’s interesting. Tell us more! The first thing I thought of when I read was the “rich link” home pages article — http://www.uie.com/articles/linkrich_home_pages/

Is this a case of the difference between browsing to content and picking options?

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