500 options, no signal, app closed without ordering
Help me decide: three picks, each with a reason
More filters Bigger discounts
Browse → order conversion, order value held
01The problem
Users browse but don't order. With 500-plus options, everything starts to look the same, and nothing signals what's best right now. Scroll fatigue sets in, the app closes, and the order is lost.
This isn't a user failing to decide. It's a missing decision layer in the product.
How strong is this? My own experience and conversations with friends, who described the same two moments: everything looks good, or what they want is over budget.
02The proposal
A Help me decide button just below the search bar, where intent is highest. One tap returns three picks, each with a one-line reason: a safe choice from past orders, a best pick that's highly rated and fast right now, and something new that fits your history.
Picks are personalised to order history, budget and time of day.
03What I rejected, and why
- More filtersFilters add choices to a problem caused by too many choices.
- More discounts to tip the decisionIt moves the decision to price and teaches people to wait for deals.
04How I'd measure it
Browse → order
conversion for sessions that use Help me decide, compared with a control group.
- Share of hungry-but-undecided sessions that tap it
- Time from opening the app to placing an order
- Repeat use of the button within 30 days
Average order value doesn't fall. Faster decisions shouldn't mean cheaper ones.