Google’s Curious Second Button
Another interesting example that utilizes suspense is Google’s “I’m Feeling Lucky Button.” Generally, searches on Google.com lead users to a results page that Google curates to best fit what they deem as most relevant to the keywords entered - alongside some ads that pay Google very well. The user will usually look through the top 3 to 10 search results and find the one that seems to be the most appropriate.
However, on the front page there’s a button that was originally designed to directly bypass all of that. It’s called the “I’m Feeling Lucky” button which took users directly to the website of the top search result.
This is very interesting because Google guards its front page design very, very carefully. As told by The Google Story192, Google decided as a young company that they did not want to clutter their front page like Yahoo.com. They were adamant about...