How to have a lasting design website that communicates the essence of a brand. Temporary throw-away trends are not included.

Photo by William Iven on Unsplash

Five years ago, I was working in an ad agency as a web designer. At least in my country ( Portugal), you will not be continually improving a website in an ad agency. You will be selling websites, finishing the project when you handover the access codes to your client. Agency’ clients will love to have a classic website with a lasting design, not temporary throw-away trends, to save money.

I had one client in particular — a relevant public…


Research has shown us consumers are more likely to choose default options. But, what is the right default to choose from all the choices?

Here is the fourth and last article in a series where I am exploring the architecture of choices. The first article gives you a hint about how this story began. The second article reviews the right number of options topic. The third article explores how options descriptions can influence the consumer decision. In this article, you will find out how I approach the principle of having a default option and what that should be.

Photo by David Rotimi on Unsplash

Performance of the default on research

Research on different fields has shown us consumers are more likely to choose default options. If the visual appearance is the same for all options, a…


The noble task of deciding the options’ description and how to impact consumer choice with that.

Here is the third article in a series where I am exploring the architecture of choices. The first article gives you a hint about how this story began. The second article reviews the right number of options topic. In this article, you will find out how describing options’ attributes can influence the consumer decision.

Photo by Joshua Earle on Unsplash

The MPG Illusion

There are many technics to describe each option we are presenting to the user. We can also influence them with our words choice, and the way benefits or attributes are listed. I want to refer here interesting research from 2008 in the automobile sector that explores…


And how the number of choices presented can influence consumer choices.

Here is the second article in a series where I am exploring the architecture of choices. The first article gives you a hint about how this story began. In this article, I will explore how the number of options can influence consumer choice.

Photo by Alev Takil on Unsplash

First things first

The number of choices presented can influence consumer choice. We can’t move forward without an agreement for how many choices we offer to the user regardless of which options are the best.

On the one hand, we have the choice overload psychological phenomenon. …


And the scary power that comes with that.

A few years ago I was in Austria being one of the UX designers responsible for building a brand new user flow for a checkout process in the largest online store for electronic goods in collaboration with one of the biggest Austrian banks. In the end, the user should have been able to have instant approval for a personal loan and complete the checkout process most seamlessly despite the bureaucracy around this topic and the heavy regulation of the banking sector. Quite challenging, right?

Photo by Oliver Roos on Unsplash

In the whole flow with several steps, external dependencies, a lot of validations, and technical restraints…

Helena Borges

UX/UI designer at XING SE. Tireless traveller. Foodie pretending to be a cooker. Cat Lover. Vinyl collector. A wine and craft beer enthusiast.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store