Guided Discovery in High-Choice Commerce

An experience-design exploration focused on reducing decision fatigue in mobile shopping.

This work explores how guided discovery can reduce decision fatigue in high-choice shopping environments without limiting user agency.

CLIENT

High-choice Mobile Commerce

ROLE

Experience Designer

TYPE

Exploratory / Conceptual Study

OWNERSHIP

End-to-end design exploration

PROBLEM

Large commerce apps surface massive inventories upfront, expecting users to browse, filter, and self-orient before they understand what they are actually looking for.

On mobile, this leads to decision fatigue, hesitation, and abandoned journeys—especially in subjective categories like fashion and beauty.

SOLUTION

Instead of exposing the full catalog immediately, I chose to support users through a short sequence of intent clarification and preference refinement. My focus was to reduce early cognitive load while still preserving freedom of choice later in the journey.

VALUE DELIVERED

Through this approach, I demonstrated how experience design can:

  • Reduce cognitive load during early discovery

  • Help users commit with confidence instead of endlessly comparing

  • Maintain freedom of choice while removing overwhelm

  • Replace heavy filters with lighter, intent-driven guidance

GUIDED ENTRY

I established intent before exposing inventory.

I replaced the traditional product feed with intent-based prompts such as Shop by occasion and Help me choose. My goal was to signal support rather than pressure, and to prevent users from being overwhelmed before they had clarified what they wanted.

Why I did this

Prevented filter overload

To set a calm, supportive tone

To reframe discovery as a guided experience

OCCASION-LED SELECTION

I helped users externalize intent using familiar, real-world contexts.

Rather than relying on categories or filters, I introduced occasion-based selection. Choosing contexts like work, events, or casual use allowed users to move forward without needing to understand the underlying catalog structure.

Why I chose this approach

Occasions align with how people think, not how inventory is organized

It removes taxonomy friction

It keeps choices limited but meaningful

PROGRESSIVE REFINEMENT

I refined intent without overwhelming the user.

I introduced preferences such as style, fit, or budget progressively and conversationally, avoiding dense filter panels. Controls remained lightweight and optional so users could maintain momentum without feeling forced.

Why this mattered

Prevented filter overload

Kept the experience supportive rather than prescriptive

Preserved a sense of control

NARROWED DECISION SET

I intentionally reduced options to support confident decisions.

Instead of presenting dozens of results, I narrowed the set to a small number of relevant options and clearly explained why each item was shown. This was a deliberate choice to reduce comparison fatigue and second-guessing.

Why I did this

Fewer options reduce anxiety

Context builds trust in the system

Confidence matters more than completeness

CONTEXTUAL COMPLETION

I supported confidence after a decision was made.

Rather than reopening the full catalog, I used contextual recommendations to help users complete the look, reinforcing their decision instead of restarting the choice process.

WHAT DIDN’T WORK

I learned that more guidance isn’t always better.

Early explorations introduced too many guided steps, which started to feel prescriptive. I reduced the number of prompts to ensure the experience remained assistive rather than controlling.

This reinforced the importance of restraint in experience design.

OUTCOME

The guided experience made decisions feel clearer and less mentally taxing.

Reduced hesitation during early exploration

Encouraged commitment instead of endless comparison

Created a calmer, more confident path to decision-making

Demonstrated how guidance can coexist with user autonomy

REFLECTIONS

This work reinforced that designing for decision-making requires judgement, not just structure.

Reducing choice doesn’t mean reducing freedom. By focusing on intent, pacing, and clarity, I learned how experience design can help users make confident decisions without relying on urgency or persuasion.

If I extended this further, I would explore how this intent-led model adapts across different categories and repeat usage scenarios.