As we become more and more time precious, or rather less likely to pay attention for too long, I can imagine that many users have employed the same technique as I do when I feel that there is information on a page that I need, but it is surrounded by junk copy. As an example below I needed to find the online check-in on Ryanair’s site (yes I know, they are not help up as a pinacle of UX mastery) and I was too time precious to read all the info on the page. So I used “find” to find the keyword that was relevant.
Imagine what the page would be like if it stayed on focus and only contained the information that the user was likely to be searching for/need? Some call me a dreamer… one day.
Tags: copy, fail, UX