Dr. Susan Weinschenk talks about “can do” versus “will do” .
How do you design a website that’s truly engaging. At Human Factors International we talk about the difference between can do and will do.
Can do is all about when the visitor comes to the website can they find the button that you’d like them to click on, can they understand where the link is on the navigation bar.
Can do is really important but if you want someone to really come to the website again and again and if you want them to take a particular action then you also have to think about will do.
Will they click on the button, will they click what’s in the navigation bar. And in order to design for will do, what you have to understand is that people make decisions unconsciously.
In fact recent research shows us that most mental processing occurs unconsciously. If you are going to design a truly engaging website you have to understand how to apply this research.
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