In 1492, Christopher Columbus was lost and sailing by the seat of his pants. Columbus didn’t know there were two continents between Europe and Asia as he headed west out of Spain. He just started his journey blind. This example represents how users approach a new site. Like Columbus, they have expectations, but it is our job as creators of a digital experience to help navigate the users to where they can find the information they seek. Otherwise, they will end up in the wrong place looking for something that isn’t there.