Overcoming Choice Overload
Strategy
Project Duration
12 months
Services Provided
Nudged users to incorporate behavioral science into their content in order to help others better overcome Choice Overload.
Problem
We were tasked with identifying behavioral barriers that led to decreased adoptance and lack of usage of a product, as well as potential solutions for overcoming those barriers. We identified various behavioral barriers, but highlighted Choice Overload as a particularly salient problem which made the product overwhelming to use compared to competitors.
Solution
By combining research into their competitors, as well as the study of expert decision-making and game design, we identified that the core issue was not the number of options, but rather, the way in which users were being forced into a more analytical form of decision-making. We identified behaviorally informed user created content as one method for getting users to engage in a more exploratory and intuitive way, and created a machine learning model which promoted the best content to the top. Additionally, we refined the user interface for content creation to encourage users to create more engaging content.