The Paradox of Choice
has changed my professional career. Is one of the most enlightening books I ever had the pleasure to read. However, several critiques behind the book are that there isn't a lot of novelty behind the headline and that most of the outputs are based on common sense. I don't share this point of view. My background is not in psychology; thus, the level of information was really significant to me. And most importantly, I was able to make a further connection between cognition overload and Design
. I was able to exploit Schwartz's findings and connect them with Anticipatory Design
. Supported by Artificial Intelligence (AI), Anticipatory design is based on the concept of predicting users' actions and needs by helping them to get rid of the abundance of choice
. The goal is to reduce the decision fatigue we face today. This concept emerged as natural cooperation between technological advances like AI and Machine Learning and psychology. Accordantly, this book was a key element to my studies. The book outlines the effects of abundance and choice in life.
Making decisions requires time and cognitive effort and for Schwartz, the range of choices people face every day has increased in recent years.
There are few references relate to the digital world. The examples are focused more on today's affluent society, where we're faced every single day with an endless array of choices, from the clothes we wear to what we should eat. Although they are not technological references, the core problems presented are deeply inherent to the digital world. Today's markets are saturated with too many options and choices (software's or apps), giving us an abundance of information to inform those choices demanding our attention and inputs all the time
, leading us constantly to decision fatigue or analysis paralysis state
. The positive effect of choices is that gives us a sense of fulfillment and frees us to be who we want to be. But on the opposite, presenting people with a wide array of options doesn't liberate them, it will paralyze them.