You probably already know Susan—"the brain lady"—from her wonderful books, including 100 Things Every Designer Needs To Know About People, and Neuro Web Design: What makes them click? We're fortunate to have Susan teaching one of our UX workshops—in Minneapolis on November 13—and that she's available for consulting and teaching via our UX experts program.
RM: What's one thing that's surprising about how people do, or don't, pay attention?
SW: It's possible to look right at something but not "see" it. Eye tracking is really popular these days, but you have to be very careful how you interpret eye tracking studies. Just because someone looked at something on the screen doesn't mean they paid attention to it! Vision and attention are not the same thing.
RM: When people are choosing from a list of products or services on a web site, does the order of the items matter?
SW: Yes, order is important. If people are unsure what to do, they tend to pick the first item on the list. But you can change this tendency in various ways. If you have three choices that are similar but priced differently—for example, a silver, gold, and platinum level—people will tend to choose the option that is in the middle of the price range.