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CHOICE ARCHITECTUREHelping people to make choices

By Mark DoolanMarch 2013

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CHOICE IS ENPOWERING

Autonomy Flexibility Freedom

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BUT CHOICE CAN DRIVE US MAD

Anxiety Regret Opportunity cost

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LESS CHOICE IS MORE CHOICE

24 jars = 3% conversion 6 jars = 30% conversion

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SUPPORT MAXIMIZERS

Clear labeling Progressive disclosure Effective filtering

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MAKE IT EASY FOR SATISFICERS

Recommendations Framing Simple differentiation

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THANK YOU