Lever: Reduce Friction
Aim: Make it easier for users or employees to choose well, without nudging too hard or limiting their freedom.

Now:

The decision screen is where things break down. Too many options creates long pauses, looped clicks, wrong picks. Support tickets rise. Reversals pile up.
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Then:

The best-fit option stands out. The rest stay findable but don’t get in the way. More users pick right and stay confident in the choice.

Trigger test

Great, run this tactic.

Build

List every live option

Where do people have to choose within the target behaviour?
Map all the choice points: dropdowns, tiles, menus, forms, catalogues.
Label each:

  • Must-keep
  • Optional but helpful
  • Rarely picked / creates regret

Which ones cause more confusion than value?

Reduce visible choices

Aim for ≤ 4 primary options shown by default.

  • Merge duplicates
  • Hide niche ones under “Show more”
  • Delay until they’re relevant
  • Check: are any options legally required or contract-bound?

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