|
 





| 
|
 


 

1. They move quickly because they don¶t like looking

at the screen

2. They¶re impatient ± they tend to click the first

promising link, and often don¶t wait for pages to finish
loading

3. They don¶t like to read, scanning text quickly

for clues
4. They¶re looking for things to O
O O O

 
  

|

mven the best displays quickly make eyes tired, because«
They¶re grainy
- A good resolution is about 100 dots per inch ± that¶s a third
of the sharpness of newsprint.
They flicker
å O
   
 



 


  



å  





 


!


 !



 

å "

 




  

#

  

|

taring at screens is bad for eyes.
Looking at a screen from the same distance for
long periods leaves our eyes weak, dry and sore.
How users cope ?
Computer users quickly start learning time-saving
shortcuts to try to make life easier on the eyes.
In order to reduce the time we spend looking at the
screen, we: are very impatient make quick
decisions scan pages, instead of reading
 

Cognitive friction
Interaction design guru Alan Cooper
(www.cooper.com) defined this term to
describe the mental stretch caused when
tools behave in a way that seems unrelated
to what you wanted. ‰     


O

 

  O     
 
  
  
 

Causes of cognitive friction on the
web;
ize!
mxperience teaches us not to trust new sites straightaway. There are so
many web sites out there, when we¶re searching for something, it¶s likely
that this unfamiliar site we¶re on is the wrong one. If we¶re on the right site,
we¶re probably on the wrong page.

To complete a typical web goal, say booking a hotel ticket, you may have
to visit 25 web pages (search engine, follow a link, go back
to search engine, follow another link, find right site, navigate to booking
section, select dates and room type, check availability, enter all your
information, enter your billing information, verify your billing information,
confirm your order« Only one of those pages actually books the hotel
ticket. Most of the others either completely wrong, or in the way.
 

Causes of cognitive friction on
the web;
Hyperlinks
Hyperlinks are naturally high in uncertainty.
How do users respond?
The main coping mechanism we use to counter the low trust we have in the
web is a manic, impatient behaviour.
We decide in as little as 1/20 of a second whether a site is appealing or not.
We scan pages for clues that "You¶re in the right place"
We make quick decisions about whether to carry on or go back (It¶s proven
that web users don¶t read the page and make a valued decision on the best
link to follow, but select the first likely-looking option. When searching, we
often don¶t even wait for the page to load, before deciding whether to click
back, or follow a link

|





 

 





 

 
25 percent slower than reading from paper$ 
! 
  
 !




%
 

&
  !



 
   # 

'
 compete with hundreds of millions
of other pages for the user's attention(


 )
# !!


 
!



! 
*
 !  
 
 
 ! 
O 
 life is hectic  
 )  !
#
 



 
http://www.useit.com/alertbox/whyscanning.html


U *++!!!  +


+  ,+ ! 
!
+ !-%--(
--%
U *++!!!!



 + &
&

+ !& &
&!&
+

*++!!!!



 +

+ & & #
&&
&

+
U *++!!!!



 +

+ &
&
+
U *++!!!
 +
 ,+!

|