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Instead our users scan our web pages looking for words or phrases that catch our eye:

(Krug) Dont Make Me Think, p.23

(Krug) Dont Make Me Think, p.23

Why do we scan?

  1. We are usually in a hurry – much of our use of the web is motivated by the desire to save time
  2. We know that we don’t need to read everything – on most pages we’re really only interested in a fraction of what is on the page
  3. We’re good at it – we’ve been scanning newspapers, magazines and books all of our lives and the web is no different to us

We then tend to assume that users will scan our pages, consider all of the available options and choose the best one. But, in reality, most of the time we don’t chose the best option—we chose the first reasonable option, called “Satisficing.” As soon as we find a link that seems like it might lead to what we are looking for, we will click it and hope for the best.

See Also:

This portion of the Premium Design Works website is written by Mike Sinkula for the Web Design & Development students at Seattle Central College and the Human Centered Design & Engineering students at the University of Washington.

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