“For the most part, we create Web sites to get users to do something—for example, to make a purchase, donate to a cause, or sign up for our service. It is our expectation that users will make decisions about how to proceed. But are we designing for optimal decision making by users? In my column, Decision Architecture, I’ll discuss how people make decisions and how we can design Web sites to make decision making easier for them and get the decision outcomes we need.” (Colleen Roller ~ UXmatters)