Why does choice create anxiety?

Tl;dr –

  1. We choose what other people are choosing.
  2. We try to make an ideal choice.
  3. Choice always involves loss.

How does this relate to UX?

  • Offering too many choices may make your users anxious to the point of inaction (analysis paralysis), or action at your competitor (“too hard, going somewhere else”).
  • It’s helpful to suggest why a user would choose a particular option.
  • Give users an ‘out’ if they make the wrong choice – eg. refunds, exchanges, upgrades & downgrades, a properly functioning back button.
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