The difficulty in separating the wheat from the chaff is one of the most challenging dilemmas faced by customers who find themselves increasingly dogged by the paradox of choice. Whether it is choosing amongst white, wheat, gluten-free, and pumpernickel bread or deciding whether to purchase whitening, cavity-protection, sensitive, or tartar-control toothpaste, consumers can easily become overwhelmed or choose to become more discerning in their decision-making process.

In a nod to the increasingly technical nature of business, mobile applications, especially those of banking institutions, are presenting the latest challenge to customers who are becoming ever more sophisticated in the battle of ‘choice.’ This increasing sophistication is a direct response to exhaustive options:

When I think of the boom in Healthcare IT, I am reminded of the multitude of systems which allow providers to communicate to other providers, patients, and insurance companies to facilitate the care of the patient and management of health services.  I know there are several websites available to communicate with the patient or member community, yet, the mobile applications are generally lacking. While there is an app for your health and fitness, there aren’t many apps for the patient which insurance companies or health care providers are supplying.