Sample Chapter From Don’t Make Me Think


Sample Chapter From Don’t Make Me Think

Why are things always in the last place you look on their behalf? Because you stop looking when they are found by you. When creating sites we’re, we act as though people will pore over each page, reading our finely crafted text, figuring out how we’ve organized things, and weighing their options before deciding which link to click.

What they do most of enough time (if we’re lucky) is glance at each new page, scan a few of the text, and go through the first link that catches their interest or vaguely resembles the basic thing they’re looking for. You will find usually large elements of the page that they don’t even look at.

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As you might imagine, it’s a bit more complicated than this, and it depends on the type or kind of page, what an individual is trying to do, how much of a rush she’s in, etc. But this simplistic view is a lot closer to fact than the majority of us imagine. It seems sensible that we picture a more rational, attentive user when we’re creating pages. It’s only natural to assume that everyone uses the Web the same manner we do, and-like everyone else-we have a tendency to think that our very own behavior is much more orderly and practical than it truly is.

If you want to design effective Web pages, though, you have to learn to live with three facts about real-world Web use. We don’t read pages. Among the hardly any well-documented facts about Web use is that people tend to spend very little time reading most Webpages.1 Instead, we check out (or skim) them, looking for phrases or words that capture our attention.

The exception, of course, is webpages which contain documents like news stories, reviews, or product descriptions. But even then, if the record is much longer when compared to a few paragraphs, we’re likely to printing it out-since it’s easier and faster to read on paper than on a display screen. Why do we check out? We’re in a rush usually. A lot of our Web use is motivated by the desire to save lots of time. As a result, Web users tend to act like sharks: they need to excersice, or they’ll pass away. We don’t have the time to read any longer than necessary just.

We know we don’t need to learn everything. On most pages, we’re only thinking about a fraction of what’s on the page really. We’re just looking for the bits that match our interests or the duty accessible, and the rest from it is irrelevant. Scanning is how exactly we find the relevant parts. We’re proficient at it.

We’ve been scanning newspapers, magazines, and books all our lives to get the parts we’re thinking about, and we realize it works. The web effect is a lot like Gary Larson’s classic Far Side cartoon about the difference between what we say to canines and what they hear. In the toon, the dog (called Ginger) appears to be listening intently as her owner provides her a serious talking-to about staying from the grabage.

What we see when we look at a Website depends on what we have in mind, but it’s usually simply a fraction of what’s on the page. We don’t make optimal choices. When we’re developing pages, we have a tendency to believe that users shall scan the page, consider every one of the available options, and choose the best one.

So why don’t Web users look to discover the best choice? We’re usually in a hurry. So that as Klein points out “Optimizing is hard, and it takes a long time. There’s not much of a penalty for guessing wrong. Unlike the firefighters, the charges for guessing wrong on an internet site is usually only a click or two of the trunk button, making satisficing a highly effective strategy. Of course, this assumes that web pages load quickly; when they don’t, we have to make our choices more carefully-just one of the numerous explanations why most Users don’t like slow-loading pages. Weighing options may not improve our chances.

On poorly designed sites, placing work into making the best option doesn’t really help. You’re usually better off going with your first guess and using the trunk button if it doesn’t work out. Guessing is more fun. It’s less work than weighing options, and if you speculate right, it’s faster. And it introduces an component of chance-the pleasant possibility of running into something good and surprising. Of course, this is not to state that users weigh options before they click never. It depends on things like their mindset, how pressed they may be for time, and how much confidence they have in the site.