When we’re creating sites, we act as though people are going to read over each page. What they actually do most of the time is glance at each new page, scan some of the text, and click on the first link that catches their interest.

1. How we really use the Web
S.Gopinath
Department of Physical Science
Vavuniya Campus,
University of Jaffna,
Sri Lanka

2. • When we’re creating sites, we act as though
people are going to read over each page.
• What they actually do most of the time is
glance at each new page, scan some of the
text, and click on the first link that catches
their interest.
S.Gopinath 2

3. S.Gopinath 3

4. Three facts about real world
Web use
• We don’t read pages. We scan them
• We don’t make optimal choices. We satisfied.
• We don’t figure out how things work. We
muddle through.
S.Gopinath 4

5. We don’t read pages. We scan them.
• We’re usually on a mission.
• We know we don’t need to read everything.
• We’re good at it.
S.Gopinath 5

6. we tend to focus on words and phrases that seem to match
(a)the task at hand
(b)our current or ongoing personal interests.
(c)the trigger words that are hardwired into our nervous
systems, like “Free,” “Sale,” and “Sex,” and our own name.
S.Gopinath 6

7. We don’t make optimal choices. We
satisfice.
• We’re usually in a hurry.
• There’s not much of a penalty for guessing
wrong.
• Weighing options may not improve our
chances.
• Guessing is more fun.
S.Gopinath 7

8. We don’t figure out how things work.
We muddle through.
• It’s not important to us.
• If we find something that works, we stick to
it.
S.Gopinath 8

9. DESIGNING FOR SCANNING, NOT
READING
• Take advantage of conventions
• Create effective visual hierarchies
• Break pages up into clearly defined areas
• Make it obvious what’s clickable
• Eliminate distractions
• Format content to support scanning
S.Gopinath 9

10. Conventions are your friends
• Where things will be located on a page.
• How things work.
• How things look.
S.Gopinath 10