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Colleen Roller

VP, Usability Engineer / Decision Architect at Bank of America Merrill Lynch,
Boston, Massachusetts, USA

Colleen RollerColleen has 10 years of experience in making Web sites easy to use. Before becoming an independent consultant, she worked at Fidelity Investments, as both a Lead UX Designer and a Senior Usability Consultant. Her primary interest is in decision architecture—designing Web sites to support optimal decision making by users and, thus, ensure organizations achieve their business objectives. Colleen has presented on this topic to corporate audiences such as Fidelity and VistaPrint, to the Usability Professionals’ Association, and as an invited speaker, at Bentley University. Colleen holds a B.A. in Music Performance. While in the U.S. Army, she earned a Master’s in Public Administration, with a specialty in Human Resources Management. She is a member of Boston CHI and the Usability Professionals’ Association. Colleen is forever fascinated by the workings of the human mind and, especially, the art and science of designing for optimal decision making. She welcomes opportunities to consult, write, and present on the topic of decision architecture.

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Follow Colleen on Twitter @DecisionUX

Colleen’s Articles on UXmatters

Decision Architecture, Colleen’s Column on UXmatters

Decision Architecture: Helping Users Make Better Decisions

November 2010

Abundance of Choice and Its Effect on Decision Making

December 2010

The Power of Comparison: How it Affects Decision Making

January 2011

The Nature of Choice Sets and Their Effect on Decision Making

February 2011

How Anchoring, Ordering, Framing, and Loss Aversion Affect Decision Making

March 2011

How Shortcut Decision Strategies Affect Decision Outcomes

April 2011

How the Power of Free and Scarcity Influence Decision Making

May 2011

The Impact Number Formats Have on Judgment and Decision Making

June 2011

How Cognitive Fluency Affects Decision Making

July 2011

Embodied Cognition and How It Affects Judgment and Decision Making

August 2011

Decision Architecture in the Wild: A Real-Life Example

September 2011