Ellie created an interactive website that evokes the frustration of the choice paradox concept, and targets the indecisive generation that it overwhelms.

Along with the choice paradox, Ellie exposes the data exhaust we constantly share for convenience over our own security.

This website represents how the amount of personal data being collected by the internet is used to “help” guide us into making decisions, and later (with machine learning being able to process the data) to predict our decisions and perhaps direct them.

This experiment is to encourage people to become more of an active player in their decision-making, and become aware that each user is a product of collective intelligence.

Our free will to choose is being altered by technologies’ accumulation of personal data and choice architecture, to strategically direct us to choose artificially.

• An interactive website
that evokes the frustration emotion
of the choice paradox.

• Exposes digital platforms’ use of data
collection to direct your
future choices.

• Are you indecisive?

• Would you choose convenience over security?

• Astrological symbols representing star constellations?

• Connections using your data exhaust made by collective intelligence.