© W. Craig Tomlin 2018
W. Craig TomlinUX Optimizationhttps://doi.org/10.1007/978-1-4842-3867-7_6

6. Behavioral UX Data

W. Craig Tomlin1 
Cedar Park, Texas, USA

Sometimes too many choices can be a bad thing.

Recently I was instructed by my wife to go to the grocery store and buy laundry detergent and a few other things. Now you would think this would be a simple task for a guy with a university degree, reasonable intellect, and deep domain experience at finding things, right?


When I got to the store and found the laundry detergent aisle, I was dismayed to see row after row after row of laundry detergent. It was bewildering. There were dozens and dozens of variations of detergent. Worse, there were subtle differences in each variation of detergent. ...

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