Krug 13

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Krug 1-3
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Chapter 1

• Krugs first law
• What about a Web page can make one think?
• Why does it matter?

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Things that make us think

• Names
• Links
• Search
• Current location
• Starting point
• Location of feature of interest
• Which things on page matter?

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Being practical

• Not every page can be completely self-evident
• Ask for as little thinking as possible

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The competition is just one click away, or is it?

• Do people immediately click away from pages that
  require thought?
• Under what circumstances will/wont they?
• So why minimize demands for thought?

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www.slashdot.org
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www.nerve.com
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Chapter 2

• What do people do when they visit a Web site?
• Scanning
• Satisficing
• Muddling Through

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Web reading

• People, typically, are not going to invest a lot
  of time and effort reading a site
• They are going to look quickly to find something
  of interest that they can click

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Fact of life 1

• People scan Web pages
• Look for things that catch the eye
• Why?
• In a hurry
• Dont need to know everything
• Good at it

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Fact of life 2

• We dont optimize, we satisfice
• Choose the first reasonable option
• Why?
• In a hurry
• Not much penalty for guessing wrong
• Not much payoff for efforts invested
• Guessing is fun

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Fact of life 3

• We dont bother figuring it all out in advance,
  we muddle
• People use tools without knowing how they work,
  or having wrong idea
• Why?
• It doesnt matter to us
• We stick to things that work

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www.beliefnet.com
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www.dogster.com
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Chapter 3

• Billboard design
• Users are whizzing by
• Design has to provide what whizzers can appreciate

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Clear visual hierarchy

• Important things are prominent
• Logically related elements are also visually
  related (grouped)
• Nesting shows when things make up other things

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Conventions

• People come to the Web page experience already
  knowing about the world
• Use their knowledge of how things are
• Ex., headline
• Ex., shopping cart
• Conventions make things easy, reassuring
• Designers want to be original (This can be really
  dumb)

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Clearly defined areas

• Divide the page into areas that have obvious
  purpose
• If user cant say what the things in an area have
  in common, do some rearranging

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Obvious clickability

• Dont make links look like other text
• Dont hide links in graphics that dont suggest
  linking
• Use visual cues as to whats clickable

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Minimum noise

• Busy-ness
• When everything clamors for attention, nothing
  gets it
• Background noise
• Lots of little things can add up

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www.burningman.com
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www.idealist.org