Finding A Cure For Options Fatigue

Overview

Sometimes a solution really is as easy as 1,2,3. It may seem odd to admit now, but in a not so distant past, many customers were not accustomed to the now ubiquitous subscription based business model. Our initial intention was to present users with all of the options available to them simultaneously. However, if a prospect is overwhelmed by decisions, they often choose to resolve their discomfort by abandoning the purchase instead of completing it.

Goals

• To test through a series of CRO Tests if options fatigue was a barrier to progressions for our customers.

My Role

As the sole UI/UX designer for the project, I worked closely with the marketing and engineering teams. I was responsible for:

• Ideation, Rapid Iterations of Top Performing Variants.

• Wireframes / Prototyping / Hi-Fidelity UI design.

Outcomes

• The Tests proved conclusive that the best option was less options, customers that were presented with a series of micro-commitments were more likely to progress when they were presented with one option at a time. Providing users with a communication of value, whether through offering unit pricing for prepaid subscriptions, or badges noting “best value” on select options also aided customers in their decision making process.