Colin Bentley — Selling online. Choice, freedom and control.

People love the idea of choice. In theory. Research shows that too much choice inhibits sales and increases post purchase dissatisfaction among consumers. The telecoms industry loves to give customers choice. They offer hundreds of mobile phones with any combination of features and specifications; and that's before you get to choose a price plan. I'll explore the principles from Barry Schwartz's "The Paradox of Choice" within the context of the telecoms industry, looking at examples of how we've applied some of these principles; with some unexpected results.

Colin is a user experience designer with iQ Content, building extraordinary customer experiences for smart organizations. He has been working on a long term engagement with Vodafone, creating and fine tuning their online sales through workshops, user research, prototypes and testing. Before he joined iQ he worked as a business analyst for very different companies, from a dental software developer, to an e-business consultancy.

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Nonprofits & Activism

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