Our lives’ are full of choices, and the number of choices we get slammed with everyday is becoming more difficult to manage than ever — especially as the human experience moves more and more to the digital space. The days of having a small set of options available have gone the way of the dodo and, sadly, this isn't for the betterment of mankind. Modern products have to pull every trick out of the marketing handbook just to get their product in front of the consumer, and getting the attention of the consumer isn't even the hard part. It's what follows after you have a person's attention where it really gets challenging … getting someone to actually to buy the product. Understanding the anatomy of a choice is crucial to surviving the new world of product development and marketing. If designers, developers and product managers can better understand how choices are made and, more importantly, why they get made, they will be better equipped to innovate and disrupt the marketplace. These topics and more will be covered in a presentation focused on human choice and how an environment built for choice leads to better customers’ experiences.

1. Brad Nunnally - @bnunnally
Perficient XD - UX Solution Architect
WebVisions Chicago 2013
Choice...
The Gateway Drug to Engagement

2. Life Full of Choices
Source
www.commercialalert.org/Yankelovich.pdf

3. Daily Commute =
1,320 Decsions

4. Source
http://flic.kr/p/74NZBo
Which one is
the best needle?

7. Decisions Desire
Automation

8. Technology Is
Making It Worse

9. Choice Is Simple...
LIES!!!

10. Effort
EnvironmentAttention

11. Told ya...Easy!

13. Attention Is A Tricky Beast

14. Return On Attention

16. Change Blindness

17. Here’s The Proof

18. 199920022005200720102013

19. Selective Attention

21. Clarity
Is Key

22. Being Gifted With Attention

23. Right Time,
Right Place

25. Use Established
Patterns

26. Noisy Environments

27. I Regret NOTHING!

28. Follow Cow Paths

32. Stay On
Target!

35. Required Effort

37. Two Systems of Thinking

38. System 1 - Assumptions

39. Chess Masters

40. System 2 - Rationale Thought

42. Evolution of a Customer

44. Little Effort As
Needed

45. Choice
Attention
Environment Effort

46. A good game is a series
of interesting choices.
Sid Meier

47. Loyalty Is
Dead...

48. The loyalty rate isn't that high. I could
have a big hit, then put out the next
single, and they say, Oh yeah, who
are you? Prove it again.
- Lenny Kravitz

49. Thank You!
Brad Nunnally
UX Solution Architect
Perficient XD
Email - bnunnally@gmail.com
Twitter - @bnunnally
Site - www.onestraythought.com
Designing The Conversation
Techniques for Successful Facilitation
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