Professional Documents
Culture Documents
The
CNN
CNN
CNN
The Most Important Story The Second Most Important Story The Third Most Important Story An Unimportant, Yet Entertaining Story Yet Another Charlie Sheen Story
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Links secretly live to deliver their user to that users desired objective
CNN
NYTimes.com
LATimes.com
HuffingtonPost.com
MIT.edu
Oberlin.edu
Arts.Yale.Edu
10
OSU.edu
Walgreens
11
Walgreens
Fittss Law The speed a user can acquire a target is directly proportional to the size of the target and indirectly proportional to the distance from the target. The bigger and closer, the easier to hit.
12
Walgreens
13
NYTimes.com
PelizzoliWorld.com
14
PelizzoliWorld.com
15
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oes th
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nd?
Where
s the
librar
y?
16
Trigger Words
A word or phrase that matches the users goals and signals where to click.
OSU.edu
All Clickstreams
Failure
Success
58%
42%
17
Pogosticking
Failure
Success
82%
18%
18
Failure
Success
98%
2%
Pogosticking!
When the user bounces between levels of the information hierarchy
1 3 5
Gallery
6
Content
19
Failure
Without Pogosticking
Success
45%
Failure
With Pogosticking
55%
Success
89%
11%
Home
Content
Home
Search
Content
Home
Categories
Content
Home
Fea tur ed C
ont
ent
Content
Home
Search
Fea tur ed C
Categories
ont
ent
Content
The Users Scanning Process 1. Scan the page for trigger words. 2. Type a keyword into Search.
CityOfNewHaven.com
Amazon.com
23
B . Y. O. L.
Bring Your Own Link
CityOfNewHaven.com
Search Pro Tip: Your search logs are lled with trigger words. Match the search phrases up with the pages users search from.
24
Failure
Without Search
Success
47%
Failure
With Search
53%
Success
70%
30%
25
Patrick Bolduan
26
27
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15.7 51.2 51.0 60
28
29
BankOfAmerica.com
StonehamBank.com
30
EasternBank.com
31
BLS.gov
Cancer.gov
32
Links secretly live to look good (while still looking like links)
33
JohnDeere.com
34
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LATimes
BBC.co.uk
35
DrudgeReport
RefDesk.com
36
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? ? ?
Aging In America
MidwestUXConference.com
37
United
Intel.com
38
39
Lively Design
Dictionary.com
40
Time.com
Telegraph.co.uk
41
ChicagoTribune.com
ChicagoTribune.com
42
JenisIceCream.com
JenisIceCream.com
43
JenisIceCream.com
JenisIceCream.com
44
JenisIceCream.com
OfficeMax
45
OfficeMax
OfficeMax
46
Architecture.MIT.EDU
47
Delta
48
Arts.Yale.Edu
49
Art.Yale.Edu
50
51