Chapter 2: How we really use the Web
SCANNING, SATISFICING, AND MUDDLING THROUGH
Introduction
- We design for people that rationally browse and choose
- Most people hurriedly find click and try again
Fact of Life #1:
We don't read pages. We scan them.
- Why?
- We're usually in a hurry - keep moving or die
- We know we don't need to read everything
- We're good at it
- Selective sight - we only see what we're looking for
- Hardwired words:
- "Free"
- "Sale"
- "Sex"
- Our own name
Fact of Life #2:
We don't make optimal choices. We satisfice
- Satisfice: choose the first reasonable option
- Even high stakes professionals only consider one option
- Why don't we look for the best available option?
- We're usually in a hurry
- There's not much of a penalty for guessing wrong
- Weighing options may not improve our chances
- Guessing is more fun
Fact of Life #3:
We don't figure out how things work. We muddle through.
- Why?
- It's not important to us
- If we find something that works, we stick to it
- If users "get it",
- better chance they'll find what they're looking for
- better chance they'll understand all your site offers
- you're more able to steer them where you want
- They'll feel smarter and in control
Endnote:
- "If your audience is going to act like you're designing billboards, then design great billboards ."
