• We're usually in a hurry
• We know we don't need to read everything
• We're good at it

Fact of Life #2: We don't make optimal choices. We satisfice.

• Rather than the ‘best’ option we choose the "first reasonable option"
• We're usually in a hurry
• There's not much of a penalty for guessing wrong
• Weighing the options may not improve our chances
• Guessing is more fun
  
  

Fact of Life #3: 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

"If your audience is going to act like you're designing billboards, then design great billboards."

Five important things to do to make sure users see when they “whiz by” your site

1. Create a clear visual heirarchy on each page

2. Take advantage of conventions

3. Break pages up into clearly defined areas

4. Make it obvious what’s clickable

5. Minimize noise