The middle-class burden of digital products

"A few days ago, my partner and I received a shopping voucher worth 500K rupiah ($30). At first, it felt exciting. We already had a plan: both of us needed new denim pants, and this voucher would cover it. We agreed on one rule, the total spend shouldn't go beyond 20% above the voucher's value. Simple enough, right? Two days later, after walking through malls, checking store after store, and chasing discounts, we found ourselves exhausted and frustrated."

"This reminded me of something I recently read: the paradox of the middle class is not material hardship, but psychological exhaustion. The struggle isn't about survival or luxury, but about the constant pressure to optimize every choice. And I realize, this is the story of our lives in the middle: where even a shopping voucher for denim pants can become a tightrope of stress."

"In life, the middle class suffers from the paradox of choice: too many options to ignore, but not enough resources to explore freely. In products, users face the same trap. Streaming platforms: how often do we spend 30 minutes browsing only to rewatch something familiar? The abundance of choice doesn't empower us, it paralyzes us. E-commerce: buying a "simple" item like headphones can spiral into hours of tab-hopping, review-checking, and discount comparisons. The more options we have, the less confident we feel."

Middle-class consumers often face a paradox where neither true scarcity nor true abundance exists, producing constant pressure to optimize choices. A modest shopping voucher can trigger extended searching, comparisons, and stress when item prices exceed expectations. The psychological burden arises from too many options combined with limited resources, leading to decision paralysis and exhaustion rather than material hardship. Digital products replicate this pattern: streaming services create endless browsing, e-commerce prompts review-checking and comparison, and productivity tools can overload users with features. Recognizing when 'enough' has been reached becomes the key design and personal decision challenge.

Read at Medium