We satisfice

Excerpt from the book: Don’t make me think

Fact of life #2:
We don’t make optimal choices.
We satisfice.

When we’re designing pages, we tend to assume that users will scan the page, consider all of the available options, and choose the best one.

In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.  As soon as we find a link that seems like it might lead to what we’re looking for, there’s a very good chance that we’ll click it.

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