Takeaway

Beyond a point, more options increase anxiety, delay decisions, and reduce satisfaction; good design curates and guides rather than dumping choices.

The problem (before → after)

  • Before: More SKUs and settings seem better.
  • After: Structure choices, set smart defaults, and progressively disclose complexity.

Mental model first

It’s a buffet with too many dishes: you worry about missing out and regret your selection; a chef’s tasting menu can be more satisfying.

Just-in-time concepts

  • Choice architecture: defaults, grouping, sequencing.
  • Satisficing vs maximizing.
  • Progressive disclosure.

First-pass solution

Reduce options at decision points; group by task; surface a recommended path; allow power users to expand.

Iterative refinement

  1. Personalize defaults from behavior.
  2. Limit simultaneous comparisons.
  3. Provide clear, reversible actions.

Principles, not prescriptions

  • Curate choices to lower cognitive load and post-decision regret.

Common pitfalls

  • Hiding essential options; ignoring edge cases.

Connections and contrasts

  • See also: [/blog/aesthetic-usability-effect], [/blog/mere-exposure-effect].

Quick checks

  1. When are many options good? — When filtered and tailored.
  2. Why defaults matter? — People stick with them.
  3. How to measure? — Conversion time, error rates, satisfaction.

Further reading

  • Schwartz (2004); UX choice architecture research