Subject: [Sigia-l] Paco Underhill

[Tanya Campbell]

>Is anyone familiar with Paco Underhill ("WHY WE BUY: The Science of
Shopping")? In the context of ID/IA, that is.
 
It's a great book. It doesn't directly deal with web applications, etc,
but more about 'human factors' in the shopping, buying and purchasing
process. It provides really rich and insightful examples into the
mindset and behaviour of people when they are shopping. For example,
when entering a shop most people veer towards the right of the shop
except for British and Australians (South Africans, etc?) who always
veer to the left as they are oriented towards that side of things from
the side of the road they drive on. 

It makes a science of what is considered pretty mundane stuff and his
keen eye for detail and small observations is particularly relevant for
interface designers who know very well small things like button
placement or language can make or break something. 

(I love the book. Can you tell!)

Regards,
Tanya Campbell


www.misuseit.com

tanya at misuseit.com
+44 (0)7810 562209