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Do more with less

Less is more is without any doubts one of the core concept of design and revels to be particularly effective when applied to UX. As a user faces less choices, he/she is overall able to take more steps towards the goal of his/her journey.

It is indeed a myth that more options will results in more purchases. Psychologist Barry Schwartz points out that at a central tenet of western societies: freedom of choice. In Schwartz’s estimation, choice has made us not freer but more paralysed, not happier but more dissatisfied.

So if we try to apply this concept to UX, we surely see how apps and websites with less choices are the ones that users find easier to use and that have proportionally higher conversion rate.

Decisions result in stress for the users, therefore limiting those makes the whole experience – whether an online purchase or a simple gathering of information – a lot smoother. However, if we are aiming at pushing the user to take a complex decision and if we expect him to overcome some painful points, then it will be best to make that a guided choice.

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