{"id":216,"date":"2015-06-29T13:00:22","date_gmt":"2015-06-29T13:00:22","guid":{"rendered":"https:\/\/conversion.com\/design-decision-making-matters\/"},"modified":"2024-08-13T15:16:15","modified_gmt":"2024-08-13T15:16:15","slug":"design-decision-making-matters","status":"publish","type":"post","link":"https:\/\/conversion.com\/blog\/design-decision-making-matters\/","title":{"rendered":"Design for decision making: why it matters"},"content":{"rendered":"<section class=\"c-post-content\" data-ref=\"case-content\">\n\t<div class=\"post-content\">\n\t\t<div class=\"post-content__container container container--medium\">\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--links\">\n\t\t\t\t<div class=\"sticky-menu\" data-ref=\"case-content-menu\">\n\t\t\t\t\t<h3 class=\"sticky-menu__title\">Contents<\/h3>\n\t\t\t\t\t<ul class=\"sticky-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link  active\" href=\"#introduction\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Introduction<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#metromapsandrouteplanning\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Metro Maps and Route Planning<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#litttlewoodsandvery\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Litttlewoods and Very<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#airbnb\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Air B&#8217;n&#8217;B<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#saascompanies\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">SaaS Companies<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#fivekeytakeaways\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">5 Key Takeaways <\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t<\/aside>\n\n\t\t\t<div class=\"post-content__content\">\n\t\t\t\t<ul class=\"post-content__sections\">\n\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"introduction\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>Exhibiting information in a clear, yet compelling way is one of the more challenging nuances of UX design. As users become increasingly reliant on technology to provide answers in a given situation, designers come under more pressure to play the role of the choice architect. There\u2019s a conflict between the task of the product or service provider (assuming impartiality) who wants to display all the relevant information as clearly as possible; and the user who wants to filter out the extraneous possibilities and get right down to a smart selection. Given that the average person makes over 200 decisions a day just about food in our choice-riddled society, it\u2019s no wonder users want the burden eased when it comes to choosing the right product for them &#8211; (on that note, skip straight to end for the 5 key takeaways).<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__index\">\n\t\t\t\t\t\t\t\t<h3 class=\"post-content__index-title\">Contents<\/h3>\n\t\t\t\t\t\t\t\t<ul class=\"post-content__index-links\" data-ref=\"case-content-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#introduction\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tIntroduction\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#metromapsandrouteplanning\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tMetro Maps and Route Planning\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#litttlewoodsandvery\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tLitttlewoods and Very\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#airbnb\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tAir B&#8217;n&#8217;B\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#saascompanies\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tSaaS Companies\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#fivekeytakeaways\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t5 Key Takeaways \n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"metromapsandrouteplanning\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>&nbsp;<\/p>\n<div id=\"attachment_334\" style=\"width: 450px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Artboard-21.png\"><img aria-describedby=\"caption-attachment-334\" decoding=\"async\" class=\"wp-image-334 size-full\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Artboard-21.png\" alt=\"\" width=\"440\" height=\"320\" \/><\/a><\/p>\n<p id=\"caption-attachment-334\" class=\"wp-caption-text\">Map A &#8211; London Underground<\/p>\n<\/div>\n<div id=\"attachment_330\" style=\"width: 450px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Artboard-31.png\"><img aria-describedby=\"caption-attachment-330\" decoding=\"async\" class=\"wp-image-330 size-full\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Artboard-31.png\" alt=\"\" width=\"440\" height=\"320\" \/><\/a><\/p>\n<p id=\"caption-attachment-330\" class=\"wp-caption-text\">Map B &#8211; Geographic tube map of the London Underground (source: Mark Noad)<\/p>\n<\/div>\n<p>They say the road to hell is paved with good intentions. Often, the intention to provide users with all options results in a choice-paralysis which can both hinder customers in their journey, and harm your conversion rate &#8211; potentially sending users back a step and opening them back up to your competition. Alternatively, misrepresenting, or failing to emphasise important factors going into the decision-making process may cause users to overlook these factors, and adversely impact the eventual outcome the user ends up with. Let\u2019s first look at this in the context of the transport industry, where the user literally just wants to get from A to B.<\/p>\n<p>Metro maps and schematics have been the go-to solution for route planning since transport lines began to converge &#8211; the earliest map for London transport was published in 1908. They are integral to the smooth-running of\u00a0big cities &#8211; particularly when you consider the growing population and the suburban sprawl of city workers. The trouble is, public transport maps do not scale with geographic reality. <a href=\"https:\/\/wagner.nyu.edu\/files\/faculty\/publications\/Mind_the_Map_Guo_Zhan_2010.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">A recent study<\/a> found that this distortion affects travelers perceptions of relative location, route selection and associations of different routes &#8211; e.g. train journeys that look \u2018long\u2019 are often actually quicker on foot &#8211; seemingly small oversights that can actually have quite significant consequences on efficiency among other success factors, when applied at such a large scale. The study uses an example of a passenger travelling from Paddington to Bond Street with a choice between two seemingly equidistant routes according to map A &#8211; either travel to Baker Street and change to the Jubilee line (Path 1), or change at Notting Hill Gate for the Central line (Path 2). Path 2 is about 15% slower by time on-train, and actually starts in the opposite direction to the destination on a geographical map, however the experiment found that 30% of passengers chose path 2, probably because on the schematic tube map, path 2 is about\u00a010% shorter than path 1 and Notting Hill Gate is shown to the south (not west) of Paddington. Map B shows the map scaled to London\u2019s geography.<\/p>\n<div id=\"attachment_333\" style=\"width: 450px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Artboard-11.png\"><img aria-describedby=\"caption-attachment-333\" decoding=\"async\" class=\"wp-image-333 size-full\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Artboard-11.png\" alt=\"\" width=\"440\" height=\"320\" \/><\/a><\/p>\n<p id=\"caption-attachment-333\" class=\"wp-caption-text\">The London tube map suggests that Marylebone and Baker Street are significantly farther apart than in reality<\/p>\n<\/div>\n<p><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/googlemap1.png\"><img decoding=\"async\" class=\"wp-image-341  aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/googlemap1.png\" alt=\"\" width=\"600\" height=\"253\" \/><\/a><\/p>\n<p>Another example is that Baker Street is shown slightly south of Marylebone and significantly further away, when seasoned Londoners know the two are actually situated only 5 minutes apart on foot (and are on the same road).<\/p>\n<p>Some app designers have already begun tapping into this opportunity to more intelligently guide users\u2019 transit decisions. Apps such as Citymapper and Tube Map provide additional insights to help users make contextually informed judgements, such as approximations of taxi fares, walking times or weather-based alternatives such as \u2018rain safe\u2019 options:<\/p>\n<p class=\"images clearfix\"><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/citymapper11.png\"><img decoding=\"async\" class=\"alignleft wp-image-337\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/citymapper11.png\" alt=\"\" width=\"200\" height=\"354\" \/><\/a><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/citymapper21.png\"><img decoding=\"async\" class=\"wp-image-329 alignleft\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/citymapper21.png\" alt=\"\" width=\"200\" height=\"354\" \/><\/a><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/tubemapapp11.png\"><img decoding=\"async\" class=\"wp-image-344 alignleft\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/tubemapapp11.png\" alt=\"\" width=\"200\" height=\"354\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>This is something UX designers will be tasked to consider increasingly as the discipline evolves and matures. User interfaces need to make it easy for users to <i>choose<\/i>, not just to use, and having this practise baked into web and app designs is guaranteed to be the difference between those who grow and those who stagnate, especially in competitive market spaces.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"litttlewoodsandvery\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>The e-commerce, travel and SaaS sectors are choice among those to start putting serious weight behind their online choice architecture.<\/p>\n<p><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/dressipi11.png\"><img decoding=\"async\" class=\"wp-image-339  aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/dressipi11.png\" alt=\"\" width=\"599\" height=\"364\" \/><\/a><\/p>\n<p><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/dressipi21.png\"><img decoding=\"async\" class=\"wp-image-346  aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/dressipi21.png\" alt=\"\" width=\"600\" height=\"348\" \/><\/a><\/p>\n<div id=\"attachment_331\" style=\"width: 610px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/dressipi31.png\"><img aria-describedby=\"caption-attachment-331\" decoding=\"async\" class=\"wp-image-331 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/dressipi31.png\" alt=\"\" width=\"600\" height=\"341\" \/><\/a><\/p>\n<p id=\"caption-attachment-331\" class=\"wp-caption-text\">Dressipi checks that it\u2019s making the right predictions during onboarding, then learns continually once the user is actively engaged<\/p>\n<\/div>\n<div id=\"attachment_336\" style=\"width: 608px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/dressipi41.png\"><img aria-describedby=\"caption-attachment-336\" decoding=\"async\" class=\"wp-image-336 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/dressipi41.png\" alt=\"\" width=\"598\" height=\"396\" \/><\/a><\/p>\n<p id=\"caption-attachment-336\" class=\"wp-caption-text\">Et voila, the user is given a personalized shopping experience with stylist-approved items customized to their preferences; whittling down the selection and boosting customer confidence in their eventual purchase.<\/p>\n<\/div>\n<p>Littlewoods and Very.co.uk have confronted the barrier of an expansive clothing catalogue and indecisive female shoppers (need I say more?) with a \u2018style adviser\u2019 &#8211; a super smart backend system courtesy of Dressipi designed to narrow and intelligently guide womens online fashion shopping, based half on self-preference and half on insider stylist tips and tricks.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"airbnb\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><div id=\"attachment_342\" style=\"width: 602px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/airbnb1.png\"><img aria-describedby=\"caption-attachment-342\" decoding=\"async\" class=\"wp-image-342 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/airbnb1.png\" alt=\"\" width=\"592\" height=\"696\" \/><\/a><\/p>\n<p id=\"caption-attachment-342\" class=\"wp-caption-text\">Users primarily search by map, determining the results they\u2019ll see and filtering out extraneous possibilities that typically clutter the accommodation selection experience in travel.<\/p>\n<\/div>\n<p>For hip traveller types who know that location is everything, Airbnb allow (even encourage) you to search by map, turning the selection process on its head by honing in on their users\u2019\u00a0priorities. Custom filters can then be added by region, amenities, and user generated keywords to further refine the options, continually driving users towards their end goal. In future, a nice touch might be to extend the crowd-sourcing with user-generated contextual cues within the map for different areas and districts &#8211; e.g. good for shopping, coffee shops, nightlife or museums &#8211; but I digress (occupational hazard!).<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"saascompanies\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>In the SaaS space, Rackspace know their visitors are arriving with a diverse array of needs, and realise the importance in getting to the bottom of that quickly to avoid losing out on custom.<\/p>\n<p><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS111.png\"><img decoding=\"async\" class=\"wp-image-345  aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS111.png\" alt=\"\" width=\"600\" height=\"273\" \/><\/a><\/p>\n<p><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS21.png\"><img decoding=\"async\" class=\"wp-image-340  aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS21.png\" alt=\"\" width=\"600\" height=\"260\" \/><\/a><\/p>\n<p><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS31.png\"><img decoding=\"async\" class=\"wp-image-343  aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS31.png\" alt=\"\" width=\"599\" height=\"270\" \/><\/a><\/p>\n<p><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS41.png\"><img decoding=\"async\" class=\"wp-image-338  aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS41.png\" alt=\"\" width=\"601\" height=\"257\" \/><\/a><\/p>\n<p><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS51.png\"><img decoding=\"async\" class=\"wp-image-335  aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS51.png\" alt=\"\" width=\"600\" height=\"261\" \/><\/a><\/p>\n<p><a href=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS61.png\"><img decoding=\"async\" class=\"wp-image-332  aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/RS61.png\" alt=\"\" width=\"601\" height=\"277\" \/><\/a><\/p>\n<p>By guiding users through a smart flow of options, the urge to overload visitors with a comprehensive range of services is removed, and you can avoid confounding users who aren\u2019t really sure what they need yet. For more complex hosting problems, the flow diverts to live chat or callback, whilst the outcome and final CTAs leave users assured that they\u2019ve taken positive strides towards resolving their specific needs which are now ready to be picked up on the other end.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"fivekeytakeaways\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p><b>The key to solid choice architecture, whatever your business, is quite simple: know your customers. Anticipate their needs, and learn to see things through their eyes. <\/b><\/p>\n<p>Don\u2019t know who your customers are or what they need? Ask them. In the long run, gathering a little intel is better than leaving your customers alone in the wild. Package it up in some effortless UX and users will feel like it\u2019s part of a bespoke service tailored to their needs.<\/p>\n<p>Here are some golden rules to set you on the path to informed, but guided customer conversions:<\/p>\n<ol>\n<li>Ask the right questions. If a user can see why you\u2019re asking, and what\u2019s in it for them, they\u2019ll already be bought in to the process. Make sure the user benefits and can see the rationale behind every question &#8211; if they can\u2019t, lose it, because it\u2019s not helping them.<\/li>\n<li>Don\u2019t tell your customer what to do. Choice architecture is not a substitute for effective information architecture &#8211; make sure that you\u2019re only ever <i>guiding<\/i> your customers decisions and not shoehorning them into buying something they didn\u2019t want. Let your users know you understand them and are there to give honest and impartial guidance to help them reach the best outcome for them. The alternative could erode trust and potentially hurt your future relationship.<\/li>\n<li>Set clear progress indicators. Answering a few intelligently structured questions is all good and well, but if your user can\u2019t see the light at the end of the tunnel, they\u2019re likely to lose hope and abandon the process. Make sure the method\u00a0is organised and transparent if you really want your customers to engage.<\/li>\n<li>Refine choices, but stow the rest away somewhere that\u2019s visible and organised. No-one likes to feel that they might be missing out and some users may prefer different ways of navigating through your site. Sometimes it\u2019s curiosity; sometimes a need for confirmation we made the right choice &#8211; we want to be able to see what we didn\u2019t go with. Keeping this transparent is key to a healthy customer lifecycle.<\/li>\n<li>Make alternatives omnipresent. Ultimately, the customer knows best, and if they lose faith in your \u00a0site\u2019s ability to meet their needs, make sure they have a jumping off point to avoid losing their custom altogether.<\/li>\n<\/ol>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t\n\t\t\t\t<\/ul>\n\t\t\t<\/div>\n\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--form\">\n\t\t\t\t<div class=\"sticky-newsletter\" data-target=\"post-newsletter-anchor\" data-device=\"desktop\">\n                \t<div class=\"post-newsletter\" data-target=\"post-newsletter\">\n    <h4 class=\"post-newsletter__title\">Real-world growth experiments. In your inbox. Every week. <\/h4>\n            <div class=\"post-newsletter__form post-newsletter__form--world kam-world\">\n        <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script> <script>   hbspt.forms.create({     region: \"na1\",     portalId: \"9358319\",     formId: \"4e927e03-4f90-466a-8646-7f94947f860c\"   }); <\/script>\n    <\/div>\n            <div class=\"post-newsletter__form post-newsletter__form--uk-us kam-uk-us\">\n            <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><script>hbspt.forms.create({ region: \"na1\", portalId: \"9358319\", formId: \"03e799e7-ee63-4857-9182-cb3a687dba40\" });<\/script>\n        <\/div>\n        <div class=\"post-newsletter__terms\"><p>Join 5,000+ optimizers who subscribe to our content<\/p>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n            <\/aside>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":13,"featured_media":236,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[23],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Design for decision making: why it matters | Conversion<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/conversion.com\/blog\/design-decision-making-matters\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Design for decision making: why it matters | Conversion\" \/>\n<meta property=\"og:url\" content=\"https:\/\/conversion.com\/blog\/design-decision-making-matters\/\" \/>\n<meta property=\"og:site_name\" content=\"Conversion\" \/>\n<meta property=\"article:published_time\" content=\"2015-06-29T13:00:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-13T15:16:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Design-for-decision-making-21.png\" \/>\n\t<meta property=\"og:image:width\" content=\"805\" \/>\n\t<meta property=\"og:image:height\" content=\"502\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Lucie Avenell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lucie Avenell\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/conversion.com\/blog\/design-decision-making-matters\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/conversion.com\/blog\/design-decision-making-matters\/\"},\"author\":{\"name\":\"Lucie Avenell\",\"@id\":\"https:\/\/conversion.com\/#\/schema\/person\/f514f43316753e05c34324e1321b4756\"},\"headline\":\"Design for decision making: why it matters\",\"datePublished\":\"2015-06-29T13:00:22+00:00\",\"dateModified\":\"2024-08-13T15:16:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/conversion.com\/blog\/design-decision-making-matters\/\"},\"wordCount\":7,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/conversion.com\/#organization\"},\"articleSection\":[\"Design &amp; 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