A directory of resources inthe field of technical communication.

Roller, Colleen

8 found.

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Abundance of Choice and Its Effect on Decision Making

What affects decision outcomes most is the actual context in which people make decisions. All kinds of things affect decision making—the type of decision someone is making, the decision maker’s level of expertise, the number of options available, the way and order in which options are presented, and many others. This column examines how the number of available options affects the decision-making process.

Roller, Colleen. UXmatters (2010). Articles>Web Design>Information Design>User Experience


Decision Architecture in the Wild: A Real-Life Example

The principles of decision architecture, although often subtle, are also very powerful. This is why decision architecture is such an important discipline to include within the practice of UX design.

Roller, Colleen. UXmatters (2011). Articles>User Experience>Marketing


Decision Architecture: Helping Users Make Better Decisions

For the most part, we create Web sites to get users to do something—for example, to make a purchase, donate to a cause, or sign up for our service. It is our expectation that users will make decisions about how to proceed. But are we designing for optimal decision making by users?

Roller, Colleen. UXmatters (2010). Articles>User Experience>Information Design>Web Design


How Anchoring, Ordering, Framing, and Loss Aversion Affect Decision Making

Because people determine value by comparing things, the value of a particular item can seem very different in various situations, depending on what they’re comparing it to. Let’s consider the following scenario: Deb is buying a camera online and needs a case to go with it. In which circumstance is she likely to buy a more expensive case? 1. When a Web site recommends a case to her as she’s purchasing the camera 2. When she realizes later that she needs a case 3. Neither of the above The correct answer is 1. If Deb is buying an expensive camera, the cost of the case seems minimal in comparison to the cost of the camera. A $30 case looks a lot cheaper next to a $600 camera than when a shopper compares it to other comparable camera cases. In this column, I’ll describe how anchoring, ordering, framing, and loss aversion affect people’s decisions.

Roller, Colleen. UXmatters (2011). Articles>User Experience


How Cognitive Fluency Affects Decision Making

Why should fancy restaurants print their menus in a font that is elegant, but difficult to read? Why should scary rides in amusement parks have names that are difficult to pronounce? How do people assess the risk of food additives in everyday grocery items? And what does any of this have to do with UX design and usability? Every day, your users make judgments and decisions about the products and services you provide based on the way you present them. In this column, I’ll talk about why seemingly insignificant aspects of information presentation can have surprising effects on people’s perceptions and behavior.

Roller, Colleen. UXmatters (2011). Articles>Usability>User Experience>Cognitive Psychology


How the Power of Free and Scarcity Influence Decision Making

In previous columns, I’ve discussed mental shortcuts and their effect on decision outcomes, as well as loss aversion—the fact that people are much more sensitive to losses than gains. When loss aversion influences people’s mental shortcuts, the effect can be powerful. In this column, I’ll focus on a manifestation of loss aversion to which probably every reader can personally relate: the power of free.

Roller, Colleen. UXmatters (2011). Articles>Management>Project Management>Cognitive Psychology


The Nature of Choice Sets and Their Affect on Decision Making

In this column, I’ll expand upon the concept of relativity and how the context in which people make decisions significantly influences decision outcomes. Specifically, we’ll look at how the nature of a choice set affects people’s ability to decide.

Roller, Colleen. UXmatters (2011). Articles>Management>Planning>User Experience


Power of Comparison: How It Affects Decision Making

People do not make judgments and decisions in a vacuum. They make them against a backdrop of available options. And a choice set—what the options are and how they relate to each other—is an important aspect of the context in which they make decisions.

Roller, Colleen. UXmatters (2011). Articles>Web Design>User Experience>E Commerce

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