Puzzling over things that don’t matter to us tends to sap our energy and enthusiasm – and time On the internet, the competition is always just one click away, so if you frustrate users they’ll head somewhere else.
Names of things Things that aren’t obviously clickable Jobs Employment Opportunities Job-O-Rama Results
Do I have to think about how to search? Keyword Title Author
We’d like to think users will read our site from top to bottom, then make choices. What really happens?
Usually in a hurry Don’t really need to read everything We’re good at it Far Side: blah blah GINGER blah blah blah blah GINGER blah blah blah Focus on words/phrases that match our goal (plus trigger words – free, sale, etc.)
Users often don’t take the time to make optimal choices Often choose the first reasonable option – satisfice Study of fire commanders – didn’t compare options, took first reasonable plan, did mental test for problems, took action Satisficing definitely applies to choosing web pages (no penalty, easier to click than weigh options)
Users often don’t take the time to figure out how things work (why? May not care) Find a way to achieve goal (even if know it’s not optimal), continue to do it that way Examples? May have completely wrong views about how things really work Even true of “savvy” users Ex: type entire URL into Yahoo search box every time
If your audience is going to act like you’re designing billboards, then design billboards.
“How to” suggestions come in later chapters For now, our goal is to recognize the issue With a partner Review 3-4 websites At least one site should be geared toward purchasing something For each site, first identify your potential goal (e.g., visit a university site, think of yourself as prospective student, etc.) What questions arise as you use the site? Do you notice any techniques that are really effective? Submit: a list of sites with your critiques on BB. Be prepared to share with class.