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The pop-out effect: how to improve choicethrough information architecture
Luca Rosati, Stefano Bussolon
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About Luca
Information architect and User experience designer - IndependentconsultantFounder of Architecta - Società italiana di architettura dell'informazioneAdjunct Professor - Università per Stranieri di Perugia
@lucarosati
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About Stefano
PhD in Cognitive SciencesFreelance UX designer: Information Architecture, Interaction Design,UsabilityAdjunct Professor in Human Computer Interaction at the Università degliStudi di Trento - Italy
@sweetdreamerit
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Summary
the paradox of choicewhy is it difficult to choosethe metaphor of pop outthe cost of the cognitive bottleneckshow can we overcome the choice overloadhow can the information architects help to increase the choosability of aset?
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The information architecture of choosability
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Too many options
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Information, decisions and knowledge
Finding is the first step in decision making (findability). Making a choice is the second step (choosability).
Information becomes knowledge if it helps an agent to take a decision.
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The paradox of choice
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The experiment with the jams
6 flavors: 30% of sales
24 flavors: 3% of sales
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A recent research in the insurance market
How customers choose what insurance company and what product tobuy?
Three types of behaviours:
the extensive search approachthe limited search approachthe passive search approach
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The olympian rationality process
identify all the important attributesassess a weight to every attributefor every option, calculate the weighted sumchoose the option with the higher weighted sum
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Consequences of choice overload
Behavioural
choice deferral or avoidancethe likelihood of reversing an already made choice
Cognitive
lesser decision confidencepreference for smaller assortmentspreference for an accountable choice
Emotional
decision regret (did I do the right choice?)decreased choice satisfaction
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The pros of large assortments
higher likelihood to find a good optionspositive perception of choice
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What makes the choice difficult?
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Contextual factors
timeaccountabilitynumber of attributes
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Choice set complexity
attractiveness of the choice optionsthe presence of a dominant optionfeature complementarity
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Attractiveness
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Dominant option
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Complementarity
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The presentation format
ordering decreases search costsgreater satisfation when choosing from well organized setsthe mere classification effect
A good information architecture decreases the costs of choosing
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Individual factors
(Product) expertise: does the customer know enough about the importantattributes?Preference (un)certainty: does the customer have clear preferences?The customer knows what she wants (articulated ideal point)The customer attitude to accept a tradeoff
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Articulated ideal point
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The customer accepts a tradeoff
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The customer's expertise
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The decisor intent
browsing: the cognitive goal of learning more about the available optionsand/or their own preferencesshopping trip: the affective goal of deriving pleasure from theexploration / evaluation process itselfchoosing: the goal to make the choice
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The choice set
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The popout effect
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Task 1
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Task 2
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Task 3
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Systetm 1 vs system 2
fast vs sloweffortless vs effortfullirrational vs rationalheuristic vs systematic
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Heuristics: a less effort approach
εὑρίσκω: to find
The goal of an heuristic is to improve the ratio between decision accuracy andcosts (time, memory, cognition, computation)
Ecological rationality
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Cognitive bottleneck and (dis)fluency
The effort is due to the use of limited cognitive resources, that don't functionin parallel (e.g. the executive functions). The process becomes sequential (and therefore slow) and is prone to cognitivefatigue.
A process becomes slow and effortfull if it requires the attentional focus and /or the working memory system.
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Task: remember the pieces on the board
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Performance, a real game
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Performance, random positions
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How experts overcome the bottleneck
Non experts: only the working memory
Intermediates use the visual areas to see the patterns
Experts use also the long term memory to recognize the pattern
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The identification of chunks and templates
A chunk is a collection of elements having strong associations with oneanother, and weak associations with elements of other chunks.
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Pop out the choice
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Strategies
let the patterns emergedivide the taskdistribute the effort
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Let the patterns emerge
Chunks and templates are the information architecture of the mind.
NeuroIA, or the polar brain.
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Divide et decide
browse: learn the domain, identify the attributes and the perferencesshortlist: identify a manageable list of preferred optionschoice: identify the best option among the shortlist
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Distribute the effort
The olympian rationality process, revisited:
suggest the important attributes of the sethelp the customer to define what is important for heruse the computational power of the database to do the hard worklet the application sort the options by value
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Conclusions
Choosing can be a difficult task.
Doing great information architecture can be a difficult task.
Great information architecture help the people to find out what they reallydesire.
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Questions?
Please speek slowly, I'm Italian ;)
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