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."