Chapter 4: Animal, vegetable, or mineral

WHY USERS LIKE MINDLESS CHOICES

Clicks 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