Designing User Interfaces for users’ decision making

In theory, having lots of choices sounds ideal. However, when users are given too many options in a user interface it often increases the complexity of the decision, creates conflict and can often paralyze users when it’s time to decide.

As UI and UX designers, we should always emphasize the importance of knowing our audience and their emotional drivers when designing for their decision making. Remember, UX design should make the process easy, and when users make a choice, they should feel satisfied rather than exhausted or demotivated.