No. #170

Paradox of choice
- Overwhelmed by options

The phenomenon where having too many choices leads to anxiety and difficulty in making decisions. This can impact user satisfaction, as more options are not always better.

Read more on Wikipedia

Product example

Presented with numerous Tinder profiles or matches, users may find it challenging to decide, potentially resulting in decision paralysis.

Empathy tips


Simplify choices

Limit the number of options to prevent decision fatigue and enhance user satisfaction.


Categorise options

Group similar choices together to reduce overwhelm.


Offer recommendations

Provide personalised suggestions to guide users.


Implement defaults

Set default choices for complex selections to simplify decision-making.

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