Every time I visit Subway, I get overwhelmed by the barrage of questions.
- Which bread, sir?
- With Cheese?
- Toasted or not?
Subway thinks customers love choices.
But in reality, all we want is a sandwich.
The more the choices the longer we take to arrive at a decision.
This applies to all types of experiences and interactions.
Online Shopping, Ticket Booking, IVR Systems, etc.
This delay in decision-making caused by choices is called Hick's Law. Being mindful of this law can help us design better systems and experiences.
Subway did realize this and launched a new range of sandwiches with no customization. And they demonstrated this using a hilarious ad featuring the Chess Grandmaster - Vishwanath Anand. Check it out.👇