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Pattern Group B. Creating a Navigation F... > Use Descriptive and Distinctive Cate...

Use Descriptive and Distinctive Category Names

Customers may choose unexpected names for categories. It is not that customers will not understand the names that a designer chooses, but words that a designer thinks best describe a category may not be the same as those that most customers choose.

One example comes from a health and nutrition site we tested that used the generic label information as the link name for a category that included nutrient characteristics and disease information. While information made perfect sense to the site designers and to a few of the customers, 70 percent of customers could not find where disease information was located when starting at the top of the hierarchy. This seemingly simple name choice had huge consequences when customers could not purchase products because they could not find them.


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