“Think about a purchase process. If you are measuring conversion rates, you have probably realized that people bail out less and less frequently because they don’t understand how to operate the interface; your clients bail out because they don’t know enough about the product, they are not sure that is the right one for them, they wonder if they can find a cheaper or better one, or perhaps they don’t trust your company, or just feel that something is not quite right. Any time we ask people to act, or to change their behaviors or opinions we are dealing with the same fragile process of human decision making and satisfaction.”
— From Usability Engineering to Experience Design : AntonellaPavese.com
