The article tackles that: "Some people argue that “we just have to wait for users to learn the new navigation convention,” but hopefully you can see how the pr

The article tackles that: "Some people argue that “we just have to wait for users to learn the new navigation convention,” but hopefully you can see how the principle of information scent invalidates that argument. [...] The problem wasn’t that users were confused by the hamburger menu, but rather that there was never a compelling reason to click it in the first place." The principle of information scent is explained in the previous section: "Most people navigation based on what’s called “information scent.” When faced with a set of options, they’ll choose the option that gives the strongest indication that it’ll bring them closer to what they want, like an animal sniffing around for food. [...] You know what never looks anything even close to what the user actually wants? A small three-bar icon tucked in the corner of a website. It has no information scent. Even after the user has exhausted every other option, it still might not occur to them that the answers they seek are hiding behind those three bars. Users generally aren’t inclined to click it."