We Don't Make Optimal Choices, We Satisfice

- When designing pages assume that users will scan, consider all options, and choose the best
- The reality is that as soon as we find a link that seems like it might lead us to right place we click it, this is known as satisficing
.
• Not much penalty for being wrong
• Weighting options might not improve chances
• Guessing is more fun!

We Don't Figure Out How Things Work, We Muddle Through

- Faced with new technology, very few people take the time to read instructions
- People use things all the time without understanding how they work or with completely the wrong idea about how they should work

• It doesn't matter that we understand how things work
• But when we find find something that does work, we stick with it

Here are 6 things to do to make sure users see and understand as much of your site as possible

- Create a clear visual hierarchy on each page
- Take advantage of conventions
- Break pages into clearly defined areas
- Make it obvious what is clickable
- Minimise noise
- Omit needless words

Conventions

Newspapers all look the same, so it is easy to read a newspaper no matter where you are.

• Conventions are becoming more prevalent on the web, although most derive from newspaper
and magazine conventions

- Shopping cart metaphor
- Bookmark metaphor

• Conventions allow users to quickly figure out how things work, however everyone tries to be
unique…if it isn't broke, don't fix it!

Get your message across

• Tagline // Strap line

- Efficient way to get message across
- Should be clear and informative
- Only six to eight words
- Convey differentiation and a clear benefit

• Welcome Blurb

- Don't use mission statement as welcome
- A description of the site, displayed in a prominent block that's visible without scrolling



Julian Hall - Search Director of EHLOnline.co.uk - Pure Online Genius

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