This decision is to actually determine if you are willing and able to expend the time, energy, and resources needed to achieve your goals.The time spent and the costs involved could potentially get out of hand but by setting your goals correctly they are much easier to keep under control.
Quite often 404 pages can be overlooked and treated as an afterthought.
It's obvious from the gaze plot that the user was in a hurry and just wanted to get a quick overview of the Fresh Books team, and looking at photos is indeed faster than reading full paragraphs.
The key point is that these are real people who actually work at the company.
On this page, icons were used together to create another shape in itself, a question mark.
The shape relates to the purpose of the page, the fact that what was being searched can’t be found.