Optimize user guidance

Paradox of Choice

Spoiled for choice.

Hand-drawn top-down parking lot with six spaces, two parked cars, a yellow car and the speech bubble “Wo parke ich am besten?”

How it works

The more choices people have, the harder it is for them to decide.

When to use it

Use the effect if you want to increase orientation and influence how your product is perceived.

Keep the selection small or create the possibility to reduce the selection with filters.

Online examples from practice

Filter Options

Keep the selection small or create the possibility to reduce the selection with filters.

  • Offer filters tailored to specific target audiences
  • Give your visitors the option to exclude certain results
  • Offer recommendations to help
Travel booking page with filter checkboxes for kitchen type and travel themes on the left and hotel photos with red Summer Deal banners on the right.
tui.com
Blue travel search box titled Besondere Vorlieben with icon tiles such as Kids, Strand, Pool and Barrierefrei, a direct flight checkbox and a green button.
ab-in-den-urlaub.de
Drugstore product listing with a row of filter dropdowns and an open Produkteigenschaften menu showing checkbox options, over product tiles with prices.
dm.de
Coffee shop filter bar with many dropdown buttons such as Preis, Marke and Roestgrad, a red Weniger Filter button, an item count and a sort menu.
roastmarket.de

All 80 triggers as a printed card set

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