Reading “Don’t make me think” by Steve Krug. Two points are especially interesting:
"We don’t make optimal choices. We satisfice."
It’s true for most of the users. We don’t spend 5 minutes looking for the best answers of a beef stew recipe, we spend 1 minute and get the satisfying answer. As a designer, don’t expect users to spend more than 30 seconds reading the text on our website, expect a quick scan and if they don’t find what they want, they leave.
"What really counts is not the number of clicks it takes, but rather how hard each click is."
In business, we often times are asked to quantified our work. However, it’s difficult, because experience can’t be quantified. Moreover, for most of the times, the number doesn’t count. It’s the experience, not how many clicks it takes.