Too much choice can overwhelm, but a little choice allows companies to provide consistently for a range of differing tastes.
Where can you use choice to provide certainty and therefore familiarity?
Not all aspects of an upcycled or pre-owned item are valued equally. Some require sensitive communication...
Giving and receiving gifts can be a deeply personal experience. How can you surface these connections in your products?
Even though we know what we like, we also favour some choice variability. How can you satisfy both needs at the same time?
We're hardwired to spot what stands out from the crowd. How might your product range make use of this?