Users don’t make optimal choices. They satisfice.
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Designing a website? Make it intuitive, clear, and easy to navigate. Steve Krug’s “Don’t Make Me Think” reveals the secrets to creating user-friendly web experiences.
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You should take exceptional measures to make your users happy. Your first users should feel that signing up with you was one of the best choices they ever made. Then think of new ways to delight them. You can provide a level of service no big company can.
People are averse to making (objectively and subjectively) difficult choices because they don’t want the stress of weighing all the options or the responsibility of dealing with the eventual outcome — both, good and bad.
It makes us not want to make hard choices and come u...
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