The art of choosing

Sheena Iyengar studies how we make choices and how we feel about the choices we make. She is known for her “jam study”, which showed that when people are offered too many options, such as 24 varieties of jam, they often choose nothing at all.

In this TED talk from 2010, Iyengar explores trivial choices, such as Coke versus Pepsi, as well as profound ones, and shares research that uncovers surprising attitudes about our decisions. We all want customized experiences and products, yet when faced with 700 options, consumers freeze up.

Drawing on that research, she shows how businesses and others can improve the experience of choosing. For product designers, the talk is a strong case for limiting choice and offering good defaults rather than presenting every possible option.