the paradox of choice - why more is less
TRANSCRIPT
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"The Paradox of Choice -
Why More Is Less"Stanciu Catalin – User Experience Designer, Softwin Group
www.linkedin.com/in/stanciucatalin www.facebook.com/stanciu.catalin www.twitter.com/S_Catalin
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Numar mare de optiuni/feature-uri
=
Libertate
=
Rata mare de conversie/adoptie
=
Utilizator fericit
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Numar mare de optiuni/feature-uri
=
Libertate
=
Rata mare de conversie/adoptie
=
Utilizator fericit
Gresit!!!
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Din diverse motive, renuntam la instinctele noastre si in loc sa
respectam principiul K.I.S.S, ajungem sa cream “monstruleti”.
Instinct Monstru
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Nu constientizam impactul optiunilor
asupra “fericirii/satisfactiei” utilizatorilor.
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1 - Optiuni vs. “Fericire”Optiuni vs. gradul de satisfactie al utilizatorului cu alegerea facuta.
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Dan Gilbert photography students case study
In cadrul unui curs de fotografie, un grup de studenti este trimis sa faca o serie de 12 poze. Dintre acestea, doar 2 sunt alese pentru a se lucra pe ele in timpulcursului, iar la sfarsit le este comunicat studentilor ca pot sa pastreze o poza, pecand cealalta trebuie sa ramana ca dovada a participarii la curs.
Optiuni:
Isi pot schimba alegerea – au 4 zile la dispozitie sa se razgandeasca daca doresc;
Nu isi mai pot schimba alegerea.
Satisfactie;
Jumatate dintre studenti sunt rugati sa anticipeze cat de multumiti vor fi peste 3, respectiv peste 6 zile cu alegerea lor;
Ceilalti sunt trimisi acasa dupa ce au ales si sunt chemati la 3 si la 6 zile pentru a spunegradul lor de multumire cu alegerea facuta.
http://www.ted.com/talks/dan_gilbert_asks_why_are_we_happy?language=en
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De ce sunt mai fericiti studentii care nu au
avut “luxul” de a sta 4 zile sa se gandeasca
la ce poza vor sa pastreze?
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Oamenii rationalizeaza deciziile atunci cand acestea
sunt irevocabile. La nivel psihologic, lucram sa ne
autoconvingem ca deciziile irevocabile pe care le-am luat
sunt corecte si ne scuteste de analize de tipul : “Oare am
ales bine? Sa schimb fotografia aceasta cu cealalta? Sau
poate pe termen lung o sa imi placa mai mult poza deja
aleasa?”
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Cu cat ii dai utilizatorului mai multe optiuni,
cu atat cresc sansele ca el sa regrete decizia
facuta, daca aceasta nu este perfecta.
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Mai multe optiuni =
Procrastinare;
“A tergiversa, a amana in mod nejustificat inceperea unei actiuni”;
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Mai multe optiuni =
Procrastinare;
“A tergiversa, a amana in mod nejustificat inceperea unei actiuni”;
Efort mare in luarea unei decizii (optiuni simple);
Efort mult prea mare in luarea deciziei VS. Impactul deciziei ;
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Mai multe optiuni =
Procrastinare;
“A tergiversa, a amana in mod nejustificat inceperea unei actiuni”;
Efort mare in luarea unei decizii (optiuni simple);
Efort mult prea mare in luarea deciziei VS. Impactul deciziei ;
Amanarea unor decizii (optiuni complexe);
Din lipsa unei solutii „perfecte”;
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Mai multe optiuni =
Procrastinare;
“A tergiversa, a amana in mod nejustificat inceperea unei actiuni”;
Efort mare in luarea unei decizii (optiuni simple);
Efort mult prea mare in luarea deciziei VS. Impactul deciziei ;
Amanarea unor decizii (optiuni complexe);
Din lipsa unei solutii „perfecte” ;
Lamentari in urma unei decizii (post-factum);
“Oare am ales bine? Oare daca as fi ales altceva ar fi fost mai bine?” ;
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Mai multe optiuni =
Procrastinare;
“A tergiversa, a amana in mod nejustificat inceperea unei actiuni”;
Efort mare in luarea unei decizii (optiuni simple);
Efort mult prea mare in luarea deciziei VS. Impactul deciziei ;
Amanarea unor decizii (optiuni complexe);
Din lipsa unei solutii „perfecte” ;
Lamentari in urma unei decizii (post-factum);
“Oare am ales bine? Oare daca as fi ales altceva ar fi fost mai bine.” ;
Productivitate scazuta;
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Este datoria noastra sa-l protejam pe
utilizator de alegerile gresite (Dan
Ghilbert case study) si de un numar
mare de optiuni artificiale (Sheena
Iyengar jam study).
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CHOICE OVERLOAD => “We
choose NOT to choose”
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Exemple “faimoase” unde less = more (value)
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Nimeni nu spune “Yahoo It”.
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Less = more si in numere:
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Less = more si in numere:
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Neil Patel QuickSprout, social share
options
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Neil Patel QuickSprout, social share
options
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Unbounce Demo Landing Page-Case Study
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Unbounce Demo Landing Page-Case Study
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University of Wisconsin Extension Conversion Case
Study
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University of Wisconsin Extension Conversion Case
Study
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More on the subject:
http://www.ted.com/talks/sheena_iyengar_on_the_art_of_choosing?language=en
http://www.ted.com/talks/sheena_iyengar_choosing_what_to_choose?language=en
http://www.jcr-admin.org/files/pressPDFs/060813213811_Mochon_Article.pdf
http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice
http://www.ted.com/talks/dan_gilbert_asks_why_are_we_happy
http://www.ted.com/talks/dan_gilbert_researches_happiness?language=en
http://en.wikipedia.org/wiki/Analysis_paralysis