When ever I am doing customer journey mapping, usually there is someone who comes up with the improvement idea of giving more freedom to the end user.
There is a certain miss belief in the minds of the people that more choice gives higher satisfaction. They think that if it is possible for the customer to construct from several elements their own product or service, at the end the customer will be happier.
In reality this is just a fancy, good sounding idea! The majority of the people get confused when they have to select all the elements of a service / product and depends on them to construct a perfect solution – at the end they will feel frustrated and in some cases even they just simply postpone their purchase.
So my message for today is to forget about innovative service / product constructors : FOCUS on simple and easy to understand solutions!
As Americans, we assume that more choice means better options and greater satisfaction. But beware of excessive choice: choice overload can make you question the decisions you make before you even make them, it can set you up for unrealistically high expectations, and it can make you blame yourself for any and all failures. In the long run, this can lead to decision-making paralysis. And in a culture that tells us that there is no excuse for falling short of perfection when your options are limitless, too much choice can lead to clinical depression.
Barry Schwartz: The paradox of choice