So, what all this have to do with User Experience and User Interface? Remember the Netflix example? Yep, that’s the point. When we give so many possibilities and “freedom” to the user, perhaps he will be ending up feeling confused, frustrated or even demotivated.
I gave here the Netflix example to be more visual. But, on user interfaces sometimes we want to offer all that the user (thinks he) wants and in the end, we can lose him because he doesn’t know what to do, which path to follow.
Imagine that behavior on a product, e-commerce page? It will be catastrophic once you could lose your sale. For example, if your product has a lot of price options, highlight some of them (the most popular) and the others give a little less visual weight. On the forms, if it is possible, divide it into parts also to not to give to your user the TL;DR sensation.
Most of the time, our user doesn’t want to think what to do. We like the immediate. Even if we like the sensation of the power of choice, we don’t like to choose.
In reality, though, most of the time we don’t choose the best option – we choose the first reasonable option, a strategy known as satisficing. – Steve Krug, Don’t Make Me Think: A Common Sense Approach to Web Usability
As UX / UI designer we should help and guide out user so they don’t get tired or frustrated with our app or website. Also because the user has the tendency of thinks he is the one doing things wrong and not knowing what to choose instead of thinking that probably the product has some interface “problems”. Remembering that each product is a different case, so, you have to balance the content knowing the context and the path that the user will follow.
Finally, give the user the power to choose, but not so much. So he can feel that he has control and will feel more relief and satisfied with the decision-making process and will be happier at the end of the experience.