Notes - The Paradox Of Choice
In the interview he talked about quite a few important points. Some of them that stood out to me are highlighted in bold.
1.52: Selecting an outfit used to be 40 second task - it turned into a 1 hr deal.
2:00: Why should it be that I do better yet feel worse.
2:55: Free market gives choice - but is that much choice good? - I had to rethink.
4:40: More jams, more interest, but less sales.
6:05: Rates of conversion is important.
07:46: More interested in the kind of pictures. E.g. the guy going to costa rica wanted a camera that would take great pictures outdoors and would have a long battery life and huge storage space. His criteria were not satisfied by the website.
8:50: Web design was done thinking that there is a 20 second race to grab people's attention.
9:50: We have a rough idea of what we want. We expect that the world will help us make our choice.
10:20: Finally gave up and asked my friend about his digital camera.
11:00: People try to look up the model suggested by their friends.
12:00: Now the task is to filter information to people.
12:25: Personalized filters. Suggestions. Like amazon.
14:00: If you know what you want, then a store with 2 million books is a blessing. If you however dont know what you want, seeing 2 million books is a disaster.
16:50: People dont know whats good for them.
17:10: Usability is more important than capability.
17:50: When people gravitated to the item with multiple features, they later rated those with a lesser usability. Prior perception of usability was higher than post perception.
19:25: 50 percent of returns to the stores is because people are not able to operate the devices.
20:13: For apps, keep the defaults as what 99:7 percent of people use.
21:00: Flexibility should not interfere with the smooth operation of the simpler interface.
22:10: What happens after the decision is made?
23:00: If people have a hard time choosing a product, its going impact their experience with the product.
25:00: You can make it so hard for people to choose that they may blame the product itself.
26:10: Guided selling. Attempt to figure out what questions to ask and then guide people to those choices. Its a hard problem, because if you ask the wrong questions you may lose people.
27:00: There is no way for designing questions for everyone.
27:20: People put off presentation of the product till tomorrow. But tomorrow is no different from today.
30:00: Netflix's feature of differentiating the recommendations of everyone else from the recommendations from friends.
33:00: Ironically 18 year old students with almost no experience have multiple subject choices, but experienced people in management courses have lesser choices.