Clicks & Notes

GUUUI - Designing intersection flows

There is a potential problem if forms are involved and users have to choose between this and that in order to proceed. We should be alert if two or more forms are present on the same page, i.e. if there are two or more sets of input fields with each their submit button - especially if they are placed close to each other and if they work in a similar way.

There seems to be two ways to eliminate intersection problems. If possible, get rid of options which aren’t mission critical. If this isn’t possible, combine the options into one clear dialogue.

grokdotcom – So What Exactly is a Call to Action?

The most obvious Calls to Action are ones that say “Add to Shopping Cart” or “Buy Now” or “Subscribe.” A straight-forward “do this.” At the most basic level, they tell the visitor what she can accomplish on that page, and encourage her forward in the conversion process. When Calls to Action like these are paired with Point of Action assurances ("We Value Your Privacy,” “You can always remove the item later"), you motivate action and build confidence.

There are the Calls to Action that are meant to be part of the information-gathering process of the buying decision. You might offer these as Calls to Action: “Next” or “Click here to see alternate views” or “Read what our customers have to say about the Turbo 915.” It helps to pair this sort of Call to Action with an emotionally appealing benefit

Embedded links are less obvious Calls to Action, but when they look the way folks expect a text link to look, and when they intuitively imply where they go, they certainly can function as a Call to Action. These are the Calls to Action that will help you meet the various needs of all the different personality types who come to your site.

Functioning Form - Web Application Solutions: A Designer’s Guide

Web Application Solutions is a guide that helps designers, product managers, and business owners evaluate some of the most popular Web application presentation layer solutions available today. We compare each solution through consistent criteria (deployment & reach, user interactions, processing, interface components & customization, back-end integration, future proofing, staffing & cost, unique features) and provide an overview, set of examples, and references for each.

• Types of Web Applications:
  • Thin Client
    • uses web browser for security, state management, and script execution
    • most data processing and storage occurs on a remote server
  • Rich Internet Application (RIA)
    • enables richer locally processed user interactions, such as fluid animation, multimedia content, and real-time validation
    • also enables advanced remote messaging
  • Rich Client (smart client, desktop client)
    • a web-connected application that does not run within the browser, and can be delivered as compiled code
• Web Application Technologies:
  • (X)HTML
  • DHTML (HTML + JavaScript + CSS)
    • DHTML with Remote Scripting via iFrame
    • AJAX (DHTML with XMLHttpRequest
  • Flash (version 6 or higher)
    • Flash with Flex or Laszlo Presentation Server
  • Java Applets
  • Active X
  • Java Web Start
  • Windows Smart Clients

See also: Functioning Form - Web Application Continuums

Many Web Application technologies are an attempt to bridge the gap between Thin (browser-based) and Thick (desktop-based) clients. As a result, it’s useful to consider where they fall on a continuum between these two deployment and design options.

greenonions.com – Representing Data in Wireframes (PDF, 159 kb)

A poster from the ASIS&T 2005 Information Architecture Summit, outlining the different kinds of sample data you can use in wireframes:

• actual – real data; provides most accurate view of how information will appear; may also be distracting, particulalry if the data changes and the wireframe does not
• dummy – made-up data that looks real; best for addresses or other variables that are predictable or follow a specific format
• labeled – uses the variable name, with added information such as field length; should include notes on business rules, provide examples
• symbolic – field length and data type are illustrated through repeated characters (e.g. “9″, “X"); best used for numbers, currency, or dates
• lipsum – fake Latin or Greek text, used as a placeholder; consider rendering lipsum in grey in your wireframe, and superimposing a description of the actual content

(via Column Two and UXCentric)

Usability News - Caroline’s Corner - Long Forms: Scroll or Tab?

• basic rule of thumb: one form = one page
• if that’s not feasible: one topic = one page
• scrolling is permissible – ideally, keep it within two screens (this will also fit nicely on letter-size paper if the user wants to print the form)
• it’s better to put form fields in a single column than in two

In response to my previous post, a friend sent me this link:

Cultronix - The Conceptual Space of Collage

Collage is a critical paradigm of the information age because it opens the range of possibilities through which we interpret information artifacts. Cut and paste enables semiotic construction that simultaneously leverages and detourns the means of production embodied by particular media elements. The recombination of genetic codes of meaning creates hybrid forms. Through these cross-currents, culture, and even knowledge, evolve.

I got to thinking about a few online news sites that rely heavily on a collage effect to transmit many news items in a visual way:

• Yahoo! Buzz Images and News – splays out a bunch of photos for you; mouse over them to get the textual summary
• 10 x 10 – an array of 100 keywords and 100 pictures
• newsmap – no pictures, but relies on size and placement of textual elements to convey importance or magnitude of coverage for a particular news item

Are we going to rely more on interfaces like this to cope with information overload? When are we going to get RSS aggregators that look this?

Atomiq - Beyond the Page and Atomiq - Beyond the Page (the return)

• the “page” currently functions as the basic presentation and organizational unit – both for people browsing the web, and for people who produce content for the web
• however, new trends on the web are challenging and disrupting the page metaphor:
  • Rich Internet Applications (RIA) – including those using Flash, Ajax, and Java
  • RSS / Atom / XML content – can be mixed/spliced with other content
  • “blurred boundaries” – between the desktop and the web, and between other devices that can share web content
• current IA tools, such as site maps and wireframes, are inadequate for modelling the new breed of websites/content
• new IA tools:
  • wireflows
  • canonical prototyping
  • content models
• a new website, RIAIA.com will be covering issues pertaining to IA for RIAs (no content there at the moment)
• see also: IAlog - RIAs and the death of the page (rumors greatly exaggerated)

Bloug - RIA and Log Analysis

• moving beyond the page metaphor may also pose a difficulty for web analytics – how do we measure these new sites?
  • Flash has user event capture functionality
  • Ajax still makes use of http request, which are logged by the server
• tracking inside these interfaces requires more tagging of content
• the potential exists to capture even more information than what is available with convential log files, such as data on mouse gestures and movements

alt tags - The Content Inventory: Roadmap to a Succesful CMS Implementation

• when a company is setting up a content management system, there’s a tendency to focus too much on the technology and design of the CMS, and not enough on the content itself
• inevitably, when it comes time to populate the CMS, the company runs into trouble – hence the need for a content inventory
• things to list in your content inventory:
  • all content on the current website
  • content that is to be migrated to the new site
  • web-based applications or transactional systems to be integrated with the new website
• information to capture for each piece of content:
  • description
  • content owner
  • content type
  • format
  • location
  • update frequency
  • status
  • general notes

(via Column Two)

Here are some additional resources on how to do a content inventory:

• New Architect - Taking A Content Inventory
• adaptive path - Doing a Content Inventory (Or, A Mind-Numbingly Detailed Odyssey Through Your Web Site) – includes an Excel worksheet that you can download and use
• SIGIA-L - summary of content inventory responses
• MCPS Web Services - Web Site Content Inventory Process (PDF, 274 kb)

The following are examples that you can look at or download:

• Perspective Software and Design - Content Inventory and Tracking
• Contentology.com Toolkit – includes three Excel spreadsheets: a Content Evaluation Matrix, a Content InventoryAssessment, and a Content Requirements Plan
• PageSolutions - Web Content Inventory – includes content inventory, preparation, and migration worksheets

Update: See also Bloug - Applications to Aid in Content Inventories?, for ideas and pointers to tools for performing content inventories in large, distributed enterprise environments.

Spotted this quick news release via kottke (a while back now – this blog post has been sitting in my “Drafts” folder for a couple weeks):

EurekAlert! - How much can your mind keep track of?

• new research has shown that, when someone is trying to solve a new problem or do an unfamiliar task, the number of individual variables that they can handle is relatively small; four variables are difficult, while five are nearly impossible
• when problems are more familiar, people are able to break a larger number of variables into more manageable chunks, treating several variables as a single chunk

Which, of course reminded me of this (in)famous article:

The Psychological Review - The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information by George A. Miller (1956, vol. 63, pp. 81-97)

Everybody knows that there is a finite span of immediate memory and that for a lot of different kinds of test materials this span is about seven items in length. I have just shown you that there is a span of absolute judgment that can distinguish about seven categories and that there is a span of attention that will encompass about six objects at a glance.

Which has since been repudiated in its applicability to interface design:

Internetworking - Three Numbers That (Should) Have Nothing To Do With User Interface Design

(E)ven when it is cited correctly, Miller’s work is discussed as if the scientific understanding of short-term memory had not advanced at all in the last half century… More contemporary experiments show that an individual’s capacity for short-term remembering depends heavily on the nature of what is being remembered.

At best, Miller’s 7 ± 2 figure applies to immediate serial recall for a sequence of familiar, easy-to-pronounce, unrelated, verbal stimuli presented auditorily with no distracting sounds within earshot.

Net Return - Seven, plus or minus two. What’s the relevance for web design? (PDF, 90 kb)

• it is information scent, and not a user’s ability to remember a list of items, that determines their success in using a navigation structure that presents a large number of links
• information scent arises from wording used in labels and links that clearly conveys to the user what sort of information can be found if they click link

See also:

• iaslash - Magical numbers: the seven-plus-or-minus-two myth
• WardsWiki - Seven Plus Minus Two Discussion
• Ask E.T. - The Magical Number Seven, Plus or Minus Two: Not relevant for design of text

Also picking up on the news release from EurekAlert!:

beyond bullets - 7 x 20 = Overload

Many people justify 7 bullet points per slide by citing the George Miller article, but what’s always missing in the arithmetic is the total number of bullet points across all of the slides; e.g., 7 bullets per slide times 20 slides equals 140 bullet points.

In turn, beyond bullets links to these two items:

• Behavioral and Brain Sciences - The Magical Number 4 in Short-term Memory: A Reconsideration of Mental Storage Capacity by Nelson Cowan (2001)
• sociable media - The Science of Making Your PowerPoint Memorable: Q&A with Nelson Cowan

beyond bullets - The First Five Slides

• Cliff Atkinson writes the following about giving presentations:
  

  If you don’t fully engage your audience within the first five slides of your presentation, you might as well pack up your projector and go home. No matter what your topic, every audience has a set of questions they are silently asking, and it’s up to you to answer them quickly or risk losing the privilege of their attention.

• rather than being lists of bullets points, the slides should form the foundation for an engaging and persuasive story
• see also: beyond bullets - The 5-Minute Storyboard for a storyboard template for PowerPoint

Anecdote - Character traits

• features a poster-size (PDF, 352 kb) laundry list of adjectives (e.g. “cranky", “flexible", “nervous", “thoughtful") that you can use to describe the people in personas that you construct
• (via Column Two)

See also these previous posts on persona construction:

• Steps in Creating Quality Personas
• Creating Personas

Avenue A / Razorfish - Creating Quality Personas: Understanding the Levers that Drive User Behavior (PDF, 778 kb)

The persona is a design tool that enforces discipline in the site development process. Because there are many ways to define a user and his or her complex set of motivations, creating a precise persona with a detailed personality, background and behavior helps to focus the design team on meeting the distinct goals and needs of a particular user type. In addition, defining and designing for a set of specific personas helps to avoid the common practice of trying to design for all users.

• three basic steps in the persona development process:
  • identify target research segments – review a company’s existing customer segments and supporting market research
  • conduct qualitative research with real people – techniques can include ethnographic observation and interviews, diaries, etc.
  • analyze the data and develop the personas – look for attitudinal patterns, contexts, behaviors
• scope considerations for persona development:
  • size and diversity of the customer base
  • geographic reach
  • depth of behavioral frameworks – deeper insights require multiple data collection methods and more intensive analysis
  • desire to quantify qualitative results – personas can be “tested” through quanitative methods such as surveying

(Via GUUUI.)

See also this previous post: Creating Personas

Clikz.com - Prioritize Usability Testing and Web Analytics

• usability testing and web analytics have a common goal – measuring a site’s ability to drive user conversions – but they approach this differently:
  

  Web analytics measure visitor intent and persuasive momentum, as well as the site’s ability to move visitors through a conversion scenario.

  Usability examines the site’s interface and process barriers that keep visitors from accomplishing a conversion task.

• using analytics allows you to track actual actions taken on the site, in real time, with a very large sample group
• usability testing, with individual respondents, provides insight into what happens in particular instances; however, artificial nature of the testing environment doesn’t necessarily provide an accurate reflection of user engagement
• on combining the two approaches:
  

  Generally speaking, use Web analytics to determine where to make site changes and usability tests to determine what to test.

(Via Column Two.)

Update 03 March 2005: One thing that occured to me (and is not – in my mind – explicity stated in the above-noted article) about making use of both web analytics and usability testing when optimizing your site:

• analytics will tell you where the roadblocks occur on your site; usability testing will tell you why

Hurol Inan - Web Analytics – The Voice of Users in Information Architecture Projects, and Hurol Inan - Information Architecture through Web Analytics

• both articles discuss incorporating web analytics into the information architecture process
• areas examined by a web analyst include:
  

  • Website usage by content category
  • Popular and not-so-popular elements of each content category
  • Affinity between content categories
  • Major tasks and possible frustration points
  • On-site search usage, including where users revert to searching

Hurol Inan - Information Architecture – The Key to HTML Email Optimization

• designing an HTML email is also a form of information architecture
• regarding email click-to-open rates:
  

  A great majority of users only click on a single link – with the average number of clicks by a clicking user ranging anywhere from 1.2 to 1.8

• applying IA principles to email can improve this rate dramatically – in one case:
  

  We saw a 50% improvement on the click-to-open rate and a four-fold increase on clicks on feature content.

(Preceding three links via iaSlash.)

See also this previous post: Web Analytics and Continual Site Optimization

mezzoblue - It’s a Canadian Thing

Question: the site you’re building requires support for multiple languages. Each needs equal prominence. How do you handle this?

• Dave Shea observes that websites for large retail stores in Canada typically rely on an opening splash page that does nothing more than ask the user to choose their language (i.e. English or French)
• however, this page typically does not appear on sites for companies in other industries
• Shea notes that the choice to use the splash page is politically motivated:
  

  If you provide an English page with a link to the French equivalent, or vice-versa, you risk alienating a potentially large percentage of your customer base. So by presenting both on equal ground and forcing the consumer to choose, you side-step the issue

• another use for the opening choice splash page:
  

  Incidentally, this also used to be a popular trick for retailers to force a choice between US and Canadian currency. By only providing one method of switching between currencies at the very beginning of the visit to the site, the customer would be far less liable to switch to another currency and compare.

The article includes links to the sites for Canadian Tire, Rogers Video, Blockbuster, FutureShop, Air Canada, CIBC, Telus, and HBC. A couple things I noticed about the sites after clicking through:

• regardless of the presence/absence of an opening “choose English or French” splash page, the sites all allowed the user to change languages from anywhere within the site via global navigation
  • most sites put the language “toggle” link in the top navigation, usually gravitating towards the top-right-hand corner of the page (the exception being Blockbuster, who puts it in the upper-left corner (in tiny type – not so good) next to their logo)
  • the sites that don’t put the link in the top navigation (Air Canada and Telus) put it in among the footer links at the bottom of the page
• on most sites, switching languages does not interrupt user flow – that is, if you drill down somewhere from the English homepage and then click “French", you wind up on the French version of the exact same page; this, most will agree, is preferable to returning the user back to the homepage in the other language
  • Air Canada is one of those sites that returns the user to the homepage; it’s notable that one of their “toggle” choices is to switch to the U.S. site, so sending the user to U.S. homepage will serve to prevent easy comparisons between Canadian and U.S. prices, as noted above
  • the other exception is Telus – upon clicking the “French” link from anywhere within Telus‘ English site, not only do you go back to the homepage in French, but to a new URL as well
  • of course, Air Canada and Telus are also the two sites who buried their “change language” links at the bottom of the page, so they’re definitely not encouraging users to readily switch back and forth after making an intial selection

WebCredible - Ten ways to improve the usability of your ecommerce site

1. Identify users with their e-mail address rather than a username
2. Break up the ordering process into bite size chunks
3. Show users where they are in the ordering process, and how many more steps there are to complete
4. Don’t make the ordering process harder than it needs to be
5. Address common user queries that arise during the ordering process, either onscreen (preferable, I think) or via a hyperlink
6. Highlight required form fields
7. Make the ordering process flexible – for example, a forced postal code lookup can cause problems for users with unusual or new addresses
8. Put users’ minds at ease – many users are still concerned about the security of shopping online
9. Have users confirm their order before buying, then provide confirmation after they buy
   • before they click “OK” or “Cancel", users should be able to see:
     • a summary of their order
     • how much it will cost
     • where it will be delivered to
   • once the user clicks “OK” and the order is succesfully placed, show them:
     • the expected delivery date
     • the order number
     • how to track the order online (if this is possible)
10. Send a confirmation e-mail after an order has been place

(via InformIT)

User Interface Engineering - Perfecting Your Personas

• “A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design.”
• personas are based on ethnographic interviews with real people
• when creating a persona (usually captured as a 1-2 page document), describe the following:
  • behaviour patterns
  • goals
  • skills
  • attitudes
  • environment
• adding a few fictional details makes the persona more lifelike
• things to keep in mind when designing your personas:
  • personas represent behavior patterns, not job descriptions
  • don’t create too many of them – just enough to illustrate key goals and behaviour patterns
  • your marketing and sales targets may not be your design targets
  • each persona should have three or four important goals that help focus the design
  • tasks are not goals; tasks are a means to accomplish goals
  • personas must be specific to the design problem

See also:

• New Thinking - Key steps in creating your reader persona
• New Thinking - Is this you? (Reader persona design: an example)

And, taking more of a marketing POV:

• ClikZ.com - Are You Designing for Usability or Sales?, Part 1, Part 2, and Part 3
• ClikZ.com - Persona Development and the Law of Averages
• ClikZ.com - Making Personas Sparkle Like Diamonds, Part 1 and Part 2
• GrokDotCom - When You Create Personas, Stay Clear of Stereotypes

SitePoint - Not The Usual Suspects: How To Recruit Usability Test Participants

• consider the following when deciding who to recruit:
  • Who was the project designed for?
  • Is there any special equipment, knowledge, or background necessary to appreciate it?
  • How do you want the user to benefit from your site or application?
• be sure to include people who fit both the current and desired profile of typical site users
• sampling techniques for finding users:
  • random – entails defining a targeted population of users
  • quota – recruit ‘X’ number of users who meet certain criteria
  • opportunity – “simply position yourself somewhere you are likely to find users who fit your desired criteria, and take your sample from people who are available at the time”
  • snowball – find one or two key people who fit the profile you want and ask them to recommend more
• (via Column Two)

Good Experience - Four Words to Improve User Research

• the four words are: “Don’t define tasks beforehand.“
• instead, start by interviewing the user – get an idea of how they relate to and use a product or website; ask them to cite a example of something they’ve done or plan to do
• then get them to perform the task they just described to you
• doing it this way means that you won’t be guessing – perhaps incorrectly – how your customers really use the site or product; your tests won’t be skewed toward some hypothetical condition that doesn’t exist in the real world
• (via GUUUI)

User Interface Engineering - Honing Your Usability Testing Skills: An Interview with Ginny Redish

Some aspects that I find design teams often need help with are:

• Thinking about the issues – what you want to learn from the usability test
• Writing good scenarios – that test the web site or product without giving
  away too much
• Facilitating comfortably – knowing when to talk and when not to, how to
  ask neutral questions, how to keep participants thinking aloud
• Taking good notes without missing anything critical
• How to report results so that the right people act on them

My experience over many, many years of that type of usability testing is that you’ll find the major problems with relatively few users (I usually say six to 12 ).

You can use a heuristic evaluation (having one or more experts review the product) to catch major and obvious flaws in a product – if there are any… However, a heuristic evaluation is not an alternative to usability testing. A heuristic evaluation is just a prediction of what users will do. Until you see the real users, you don’t know whether those predictions are right.

LukeW - Web Application Form Design

• different schemas can be applied to the layout of form elements on a web page; these schemas lend themselves to supporting different user behaviours/scenarios:
  • vertical alignment of labels and input fields works best in situations where forms should be completed quickly and users are familiar with the content/data to be input into the form
  • horizontal alignment with left-justified input field labels allows users to scan a form quickly to see what information is required; however, this can create gaps between labels and their corresponding form fields, which slows the user down while they ensure that the right information goes in the right field
  • horizontal alignment with right-justified input field labels makes it easy for users to match the form label with the correct form field, but scannability of the labels suffers
• visual elements such as background colours or rules can be used to group related content in a form, but should be used sparingly
• elements that represent a primary action associated with a form, such as “Save” or “Submit” button, should have more visual weight that other form elements
• if a form also has multiple or secondary actions associated with it, these elements should differentiated as well

(via GUUUI)

ID Connections - Simplifying Forms In A Not So Simple World

• describes the approach taken in translating a very complicated paper-based form into something that was relatively simple to complete online:
  

  “We started with a complex interface that required very simple technology (a pencil or a keyboard) to fill out and turned it into a very simple interface with a much more complex back end supporting it.”

• prototyping was done using Microsoft Excel; advantages to doing this were:
  

  starting in Excel allowed us to make a workable prototype using tools we could handle ourselves. If we hired a programmer to make a web application, we still would have had to go through the same design process to develop the pieces of the product…

  By focusing on a doable prototype, we were able to get tangible results quickly.

Asterisk - Strategies For Information Gathering–Your Take

Discussion on ways to gather information as part of the web design process provides several suggestions, including:

• documenting the top 10 risks to the project and distributing it to the team
• interviews with stakeholder and staff
• walkarounds / workplace observation
• competitive website reviews
• email surveys (eg. with Zoomerang)
• sifting through artifacts (eg. marketing collateral)

Digital Web Magazine - Interview with Kelly Goto

(Kelly Goto and Emily Cotler recently released the second edition of their book Web ReDesign 2.0: Workflow that Works.)

3 most frequent mistakes that occur in a redesign project:

• Not hiring someone specifically to deal with content
• A lack of specific measurable goals
• Not having a clear brand vision

The “New” Usability:

• develops around short cycles or rapid testing techniques throughout the development cycle (this part is key)
• focuses not only on one-on-one but also on many other methods of gathering data and insights
  • contextual inquiry
  • card sorting
  • surveys
  • prototype testing
  • final-assessment testing
• turns from a company-centered vision to a user-centered vision

clickz.com - Audit Before You Redesign

• audits inventory current strengths and weaknesses, help you to understand where your biggest ROI on a redesign would come from
• use them to identify problems and suggest high level solutions
• look at ROI to priorize which solutions to implement

The audit should be both a problem identifier and a mini strategy paper. Whereas a normal development list is based on individual problems, an audit has the advantage of being able to identify symptoms of an overarching problem, then prioritizing the problem as a whole, not just its underlying symptoms.

ECRM Guide - Web Analytics: Time for a Change in 2005

Doing a big site redesign every two years, with minimal content updates between redesigns, no longer makes sense. If you’re really concerned about the site’s performance, consider tuning it, based on overall site goals, throughout the year.

Our most successful clients set aside roughly 10 to 20 percent of their annual Web budget to optimize the site throughout the year. In many cases, staff is divided into groups. Two people on a 10-person Web team focus exclusively on projects to optimize site performance. Optimization work can include improving calls to action, copy, signup or checkout funnels, campaign landing pages, and so on.

Digital Web Magazine - A-Z Indexes to Enhance Site Searching:

• using an internal search engine to find information on a site often produces poor results; however, you can customize a search engine to search metatags based on keywords that you create for each page
• A-Z indexes provide an easy, browsable way to search a site; readers are familiar with them from using such indexes in books
• A-Z indexes work best with “medium-sized Web sites or intranets of between 30 to 300 pages", where pages are not constantly changing
• you can either hire a profesional to create an index for you, or do it yourself; there are some automated tools that can assist in index creation

Asterisk - Thinking Differently About Site Mapping and Navigation:

I’m really questioning the traditional “home down” way a site map is presented and how that hierarchical visualization (and often times the groupings themselves) drives our design, content and navigation. The concept of “home” is a valid one, although the idea that it’s first, or “at the top” isn’t really accurate in many cases. It make more sense to visualize it at the center, as kind of a “hub”.

Alternatives to a “traditional” site map and navigation include:

• proper meta data (particularly labels and page titles) for search relevancy
• related item grouping and linking
• Indexes
• links within content
• faceted classification and corresponding navigation
• folksonomies
• personalized taxonomies
• a homepage that acts less like a landing page and more like an information hub (or site map - oh the irony)

GUUUI - Navigation blindness:

Two of the world’s most well-respected usability experts Jakob Nielsen and Mark Hurst agree on at least one area: Users tend to ignore navigation and don’t care where they are in a site structure. They are highly goal-driven and follow a very simple click-link-or-hit-back-button strategy when navigating websites.

To compensate:

• Use trigger words and phrases in links that direct a user towards the next step in their goal
• Use the “seducible moment” – the moment after which a user has achieved their goal and as immediately receptive to having their attention diverted elswhere – as the point in which to introduce links that encourage the user to explore the rest of the site