Krug (2000) uses three
facts of life to describe real-world website design:
- Users Don’t Really Read Pages
Users are in a hurry. There's often no time for analysis. With a lot of information to scan through, users are forced to scan pages to find information. This isn't a new strategy. Users have been using the same strategy with magazines, books, and newspapers.
- Users Don’t Make Optimal Choices
Again, users are in a hurry. There's usually no loss for guessing incorrectly, so users simply click around on a site. If an undesired page is obtained, users hit the back button. Many users find this strategy of trial and error to be exciting.
- Users Muddle Through
Users commonly do not take the time to read instructions. They click on buttons until a desired result is obtained or enough frustration sets in for them to leave a site. Once again, this indicates the necessity to keep things simple and obvious so as not to lose users.