The fact that we’re not as logical as a computer is not a bug but a feature. (Chris Anderson)

I had an interesting interaction with an IA the other day. Responding to some tree-test feedback that I shared, she wondered if we should “do the logical thing” or “just to defer to users even when they're being illogical.”

I answered with something along these lines … First, I asked her whose logic she was referring to. Based on the feedback, her logic (or the logic of the system) seemed to differ from the logic of the users. 

In particular, we had one menu that listed a bunch of things an investor might want to research and invest in – stocks, bonds, mutual funds, ETFs … We also had another menu, called “Tools.” And, under that, was our ETF screener, a tool that allowed users to search for particular kinds of ETFs.  

The IA thought that, since the screener was a tool, it belonged in the Tools menu. My argument was that users seemed to think that this particular tool was a means to a larger end – i.e., they would use the tool to do their primary task, find an ETF to invest in. That the location under Tools generated a 0% success rate definitely helped my argument along as well.  ;^)

We also jousted about another menu item, “Fixed Income.” Now, that terms encompasses things like bonds, and annuities, and CDs, but it’s also something of an insider term – something the average investor might not be that familiar or comfortable with. 

Now, technically, she was right. The page actually included several types of fixed income investments. Bonds, though, made up 98% of what was offered. And bonds were what users were thinking of and looking for. So, my suggestion was to call it something that would resonate more with users – something along the lines of “Bonds & Fixed Income.” 

Needless to say, she pushed back with length issues, which I certainly respected. A little further research, though, showed that the page really only offered bonds and CDs. Our compromise, then, was exactly that – “Bonds & CDs.”

Now, you’d have thought that pushback like that might have come from someone more technical. I know I’ve had to fight that battle before with developers and with heavy-duty SMEs. Heck, though, everybody involved in UX probably needs to be reminded every once in awhile that users aren’t computers, and that their own quirky, very human version of logic is probably going to trump any others.

Here’s to computers! Here’s to humans! Vive la difference!

Chris was editor at WIRED, wrote The Long Tail & is currently the CEO at 3D Robotics