Smarter Online Choice Architecture Tripled Preferred Solution Uptake

Across multiple markets, our clients struggled with how to present choices online in a way that helped customers make informed decisions while ensuring the best options were selected. Customers often hesitated to choose particular services, even when those options were in their best interest.

Insight: How options are presented shapes decisions

The way choices are framed online has a significant impact on what customers select.
Too many benefits overwhelm customers. Simplifying information can increase engagement. Soft defaults are powerful. Subtly emphasising that an option is already in place or organised makes it more appealing. Transparency and freedom of choice are essential. Customers must feel they are in control of their decision.

The Solution: A smarter approach to online choice design

We optimised how options were presented in digital flows and online conversations by:

• Simplifying decision screens: Removing excess information to focus on what truly matters
• Using subtle, respectful defaults: Ensuring customers saw the best options without pressure or manipulation
• Framing choices in a way that built trust: Reinforcing that the options were tailored to them while maintaining full decision-making freedom

The Results

• Customers choosing preferred options tripled (3x increase) compared to previous designs
• A more intuitive and frictionless experience, reducing hesitation and confusion
• Positive customer sentiment remained high. Users felt guided, not pressured

Big Takeaway

The best way to guide decisions is not through persuasion but through clarity. When options are presented in a way that feels natural, intuitive and aligned with customer needs, engagement increases without compromising choice or trust.