Don't Make Me Think, Revisited by Steve Krug

Not only because it’s easier, but also because figuring things out independently feels like a game – it’s more fun! In general, we make decisions quickly as we surf online. In contrast, your average web surfer just needs to click the “back” button on a browser if she makes a mistake and clicks on an incorrect link. And these are people operating in high-pressure, high-risk situations! But in fact, satisficing is a more typical approach.Ī study showed, for instance, that firefighters simply do a quick check for errors and then proceed with the first available solution. Given a problem, you’d think that a human would rationally search for information, identify solutions, compare them and then choose the best one.

This is an example of a common decision-making strategy called satisficing. You may have seen this behavior firsthand, for instance when someone searches for a complete website URL instead of using the browser’s URL bar to go directly to the desired website. And then, when you find a method of operation that works for you, you stick to it. So when you buy a new device, often you just play around with it instead of reading the directions that explain how to use it. Although most people lack even the most basic knowledge about the mechanics of the internet, they can still navigate websites without much problem. Imagine asking a random person on the street to explain how a browser or search engine operates. Unless you happen to be an engineer, most people simply don’t care about how stuff works. Did you read the user manual to a technology gadget you purchased recently? Probably not.

Don't Make Me Think, Revisited by Steve Krug