Chapter 4: Animal, vegetable, or mineral
WHY USERS LIKE MINDLESS CHOICESClicks vs. Thought
- It doesn't matter how many clicks it takes if they don't require thought.
- Clear choices help people to feel comfortable and confident to keep clicking
Wide vs. Deep
- Wide
- Many options per page
- few levels of depth
- fewer clicks
- more thought
- Deep
- few options per page
- many levels of depth
- more clicks
- less thought
