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Krug 13

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Satisficing. Muddling Through. Web reading ... We don't optimize, we satisfice. Choose the first reasonable option. Why? In a hurry ... – PowerPoint PPT presentation

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Title: Krug 13


1
Krug 1-3
2
Chapter 1
  • Krugs first law
  • What about a Web page can make one think?
  • Why does it matter?

3
Things that make us think
  • Names
  • Links
  • Search
  • Current location
  • Starting point
  • Location of feature of interest
  • Which things on page matter?

4
Being practical
  • Not every page can be completely self-evident
  • Ask for as little thinking as possible

5
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?

6
www.slashdot.org
7
www.nerve.com
8
Chapter 2
  • What do people do when they visit a Web site?
  • Scanning
  • Satisficing
  • Muddling Through

9
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

10
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

11
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

12
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

13
www.beliefnet.com
14
www.dogster.com
15
Chapter 3
  • Billboard design
  • Users are whizzing by
  • Design has to provide what whizzers can appreciate

16
Clear visual hierarchy
  • Important things are prominent
  • Logically related elements are also visually
    related (grouped)
  • Nesting shows when things make up other things

17
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)

18
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

19
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

20
Minimum noise
  • Busy-ness
  • When everything clamors for attention, nothing
    gets it
  • Background noise
  • Lots of little things can add up

21
www.burningman.com
22
www.idealist.org
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