•Users follow their intuition
–“If we find something that works, we stick to it. It doesn’t matter to us if we understand how things work, as long as we can use them. If your audience is going to act like you’re designing billboard, then design great billboards.” – Steve Krung
•Users want to have control
–Users want to be able to control their browser and rely on the consistent data presentation throughout the site.
–E.g. they want to be able to get back with a “Back”-button to the site they’ve been before