Web Usability Quotes

It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.

Don't make me think

Get rid of half the words on each page, then get rid of half of what’s left.

If there's one thing you learn by working on a lot of different Web sites, it's that almost any design idea--no matter how appallingly bad--can be made usable in the right circumstances, with enough effort.

Your primary role should be to share what you know, not to tell people how things should be done.

Intuitive design is how we give the user new superpowers.

Your objective should always be to eliminate instructions entirely by making everything self-explanatory, or as close to it as possible. When instructions are absolutely necessary, cut them back to a bare minimum.

Designers love subtle cues, because subtlety is one of the traits of sophisticated design. But Web users are generally in such a hurry that they routinely miss subtle cues.

If you want a great site, you’ve got to test. After you’ve worked on a site for even a few weeks, you can’t see it freshly anymore. You know too much. The only way to find out if it really works is to test it.

The main thing you need to know about instructions is that no one is going to read them—at least not until after repeated attempts at “muddling through” have failed.

Keep it simple, so you'll keep doing it.

Nothing important should ever be more than two clicks away

In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.

As a rule, conventions only become conventions if they work.

High-quality web content that's useful, usable, and enjoyable is one of the greatest competitive advantages you can create for yourself online.

Happy talk must die

If something requires a large investment of time—or looks like it will—it’s less likely to be used.

usability is about people and how they understand and use things, not about technology.

Remember, the web isn't about control. If a visitor to your site is familiar with using a browser's native form doodad, you won't be doing them any favors if you override the browser functionality with your own widget, even if you think your widget looks better.

And not just the right thing; it’s profoundly the right thing to do, because the one argument for accessibility that doesn’t get made nearly often enough is how extraordinarily better it makes some people’s lives. How many opportunities do we have to dramatically improve people’s lives just by doing our job a little better?

The problem is there are no simple “right” answers for most Web design questions (at least not for the important ones). What works is good, integrated design that fills a need—carefully thought out, well executed, and tested.

How many opportunities do we have to dramatically improve people’s lives just by doing our job a little better?

The fact that the people who built the site didn’t care enough to make things obvious—and easy—can erode our confidence in the site and the organization behind it.

If you can’t make something self-evident, you at least need to make it self-explanatory.

Sometimes time spent reinventing the wheel results in a revolutionary new rolling device. But sometimes it just amounts to time spent reinventing the wheel.

It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice. —KRUG’S SECOND LAW OF USABILITY

Or as Jakob Nielsen so aptly put it: The human brain’s capacity doesn’t change from one year to the next, so the insights from studying human behavior have a very long shelf life. What was difficult for users twenty years ago continues to be difficult today. I

Intuitive design happens when current knowledge is the same as the target knowledge.

The name of the page will match the words I clicked to get there. In

The reality is that in the business world almost everyone is just a very small cog in a huge collection of cogs.2 2 Sorry. Try not to take it personally. Do good work. Enjoy your home life. Be happy.

The more you watch users carefully and listen to them articulate their intentions, motivations, and thought processes, the more you realize that their individual reactions to Web pages are based on so many variables that attempts to describe users in terms of one-dimensional likes and dislikes are futile and counter-productive. Good design, on the other hand, takes this complexity into account.

In the last few years, making things more usable has become almost everybody’s responsibility. Visual designers and developers now often find themselves doing things like interaction design (deciding what happens next when the user clicks, taps, or swipes) and information architecture (figuring out how everything should be organized). I

Meestal zijn er grote delen van de pagina die niet eens bekeken worden door de bezoeker! Hij keurt ze letterlijk geen blik waardig.

every question mark adds to our cognitive workload, distracting our attention from the task at hand.

Faced with the prospect of following a convention, there’s a great temptation for designers to try reinventing the wheel instead, largely because they feel (not incorrectly) that they’ve been hired to do something new and different, not the same old thing. Not to mention the fact that praise from peers, awards, and high-profile job offers are rarely based on criteria like “best use of conventions.” Occasionally, time spent reinventing the wheel results in a revolutionary new rolling device. But usually it just amounts to time spent reinventing the wheel.

Het grote voordeel van het web is tegelijkertijd ook het nadeel. Zeer veel informatie is snel beschikbaar voor velen, maar de voorwaarde voor het gebruik is dat de geboden informatie toegankelijk en overzichtelijk geschreven wordt.

Writing is hard work. A clear sentence is no accident. Very few sentences come out right the first time, or even the third time. Remember this in moments of despair. If you find that writing is hard, it’s because it is hard.”—William Zinsser, On Writing Well

The problem is, the rewards and the costs of adding more things to the Home page aren’t shared equally. The section that’s being promoted gets a huge gain in traffic, while the overall loss in effectiveness of the Home page as it gets more cluttered is shared by all sections.

Demonstrate ROI. In this approach, you gather and analyze data to prove that a usability change you’ve made resulted in cost savings or additional revenue (“Changing the label on this button increased sales by 0.25%”). There’s an excellent book about it: Cost-justifying Usability: An Update for the Internet Age, edited by Randolph Bias and Deborah Mayhew.

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If we can match our users' mental model of how to complete a task with the way we design our website or app we'll increase usability and reduce cognitive load. We'll design a website that matches how our users think and behave.

So the first step is to make your site relevant and useful. There are two broad components of SEO: On-page and Off-page optimization. Your on-page footprint includes your: Website structure Hosting Domain URL Website content (text, pictures, video, audio) Then you add crucial usability factors like: Enhanced security Website speed Mobile responsiveness Ease of navigation Structured data layouts Couple that with conversion factors like web funneling and you can have a strong relevant on-page content. These conversion factors include: Call to action features Freshness of content Time on site New online technologies like: Live chat Integration with relevant third-party software Off-page SEO is comprised of linkages, references and signals from other websites to yours. There can be multiple ways in which websites reference you – you can be part of: Leading medical directory sites Forums, blogs Bookmarking and article sites Social media Images or video sites Online newspapers Magazines Local directories And others There are multiple ways you can get links from these sites, and together they form your offsite optimization score. How

the Site ID also needs to look like a Site ID. This means it should have the attributes we would expect to see in a brand logo or the sign outside a store: a distinctive typeface and a graphic that’s recognizable at any size from a button to a billboard.

Tips on Web Design and Site Marketing Web content is king, which is why we have devoted an entire chapter to it later in this book. It is what draws visitors and ultimately what converts them to customers. So, try to make your web content as engaging as possible. Make sure the content is interactive, unique and educational. Ensure that visitors have the option of plugins while encouraging them to visit as many pages on your site as possible if they want to obtain vital information. The images you use on your website should be both enticing and descriptive in nature. In today’s world, social media is all pervasive. In order to encourage visitors to share your web content, you can include icons of social media platforms on your website. In some select cases, consider integrating social media feeds, like Facebook or Instagram, onto your website so that they can automatically show the latest postings. A "Call-to-Action" can help convert visitors to your site into customers. Always try using a very clear and concise "Call-to-Action" language. Understand what type of conversion you are looking for, and try to provide multiple levels of conversion. For example, a plastic surgeon may provide Schedule an Appointment as a call to action, which will attract only the segment of web visitors who have reached their decision stage. By adding conversion points for visitors who are at earlier stages of their decision making, like signing up for a webcast or your newsletter can help you widen your conversion points and provide inputs to your email marketing. To raise the average amount of time a visitor spends on your website and to minimize the bounce rate, ensure that your website offers a user-friendly and attractive design. This way you will increase the number of links you have on your website and boost its SEO ranking (Tip: While Google’s algorithm is not public, our iterative testing shows that sites with good usability analytics metrics like time on site and bounce rate play favorably in Google’s algorithm, other things remaining constant). Ensure you observe due diligence when designing a website that will enable visitors to navigate in different languages. For example, you may need a lot more space for your menu, as there are languages that use up more space than the English language.

Web designers use the term persistent navigation (or global navigation) to describe the set of navigation elements that appear on every page of a site.

when I’m paying for my purchases on an e-commerce site, you don’t really want me to do anything but finish filling in the forms. The same is true when I’m registering, subscribing, giving feedback, or checking off personalization preferences. For these pages, it’s useful to have a minimal version of the persistent navigation with just the Site ID, a link to Home, and any Utilities that might help me fill out the form.

Having a Home button in sight at all times offers reassurance that no matter how lost I may get, I can always start over,

And finally, a word about consistency. You often hear consistency cited as an absolute good. People win a lot of design arguments just by saying “We can’t do that. It wouldn’t be consistent.” Consistency is always a good thing to strive for within your site or app. If your navigation is always in the same place, for instance, I don’t have to think about it or waste time looking for it. But there will be cases where things will be clearer if you make them slightly inconsistent. Here’s the rule to keep in mind: CLARITY TRUMPS CONSISTENCY If you can make something significantly clearer by making it slightly inconsistent, choose in favor of clarity.

Having a Home button in sight at all times offers reassurance that no matter how lost I may get, I can always start over, like pressing a Reset button or using a “Get out of Jail Free” card.

And as a rule, people don’t like to puzzle over how to do things. They enjoy puzzles in their place—when they want to be entertained or diverted or challenged—but not when they’re trying to find out what time their dry cleaner closes

For instance, it means that as far as is humanly possible, when I look at a Web page it should be self-evident. Obvious. Self-explanatory. I should be able to “get it”—what it is and how to use it—without expending any effort thinking about it.

In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing. 1 As soon as we find a link that seems like it might lead to what we’re looking for, there’s a very good chance that we’ll click it.

My recommendation: Innovate when you know you have a better idea, but take advantage of conventions when you don’t.

the Home page is like the North Star.

Continually adding features to software turns out to be equally unsustainable.

People love simple, dependable, adaptable products.

Increasing complexity is unsustainable

Simplicity does not mean want or poverty. It does not mean the absence of any decor, or absolute nudity. It only means that the decor should belong intimately to the design proper, and that anything foreign to it should be taken away. —Paul Jacques Grillo (Form, Function and Design)

The character and personality should come from the medium you’re using, the brand you’re representing, and the task that users are undertaking.

Wizards promise to make things simple by breaking them down into steps. The problem is they take control away from the user. Because of this, wizards feel constricting. It may be possible to herd users through a brief wizard, but the longer it goes on, the worse it feels.

Simplicity isn’t something you can stick on top of a user interface.

The quick and dirty way is to write down a one-line description, in the simplest terms possible, of what I’m creating, along with a few guidelines I want to stick to.

The better and longer way is to describe the experience I want the users to have. That means describing the users’ world and how my design fits in.

Visiting users in their workplaces was vital—if we’d simply imagined the manager at his desk we would have missed the crucial aspects. Watching people in the real world is quick and you rarely need to pay anyone to do it. Even with minimal planning you can learn a lot. If you can’t get permission to do it, then talk to some users about where they are and what’s happening when they use your software.

You can’t control the environments where people use your software. You have to design it to fit. The best place to watch users is in their natural environment.

At home, at work, and outdoors, you must design for constant interruptions.

The vast majority of people are mainstreamers. They don’t use technology for its own sake; they use it to get a job done. They tend to learn a few key features and never add to their repertoire. These are the people who say, “I just want my mobile phone to work.

If you want to make something simple, design for the multitude.

Mainstreamers are interested in getting the job done now; experts are interested in customizing their settings first. • Mainstreamers value ease of control; experts value precision of control. • Mainstreamers want reliable results; experts want perfect results. • Mainstreamers are afraid of breaking something; experts want to take things apart to see how they work. • Mainstreamers want a good match; experts want an exact match. • Mainstreamers want examples and stories; experts want principles.

Simple user experiences need to work for a novice, or a mainstreamer who’s under pressure.

Fortunately, when it comes to designing for simplicity, the key emotional need is for users to feel that they’re in control.

Experts want to control and customize the technology. You’ll need to take the mainstreamers’ view of “control:” to be in control of the outcomes. They don’t want to worry about the software or technology, and they don’t want it to tell them what to do. Mainstreamers want control that is easy, reliable, and quick.

Your design shouldn’t interfere with this sense of control. It should extend it. Simple experiences make users confident that they’re making good choices. Simple experiences reassure users that the product will respond in a predictable way. Secondly, they want to feel in control of their lives.

Begin with that need—the user’s need to feel in control of some part of his life—then try to dig deeper by asking, “So what?

Repeatedly asking “so what” eventually throws up an emotional need, a rational need, and a solution. It also helps you arrive at a deeper understanding of the design problem you want to solve. (Of course, you’ll need to check your thinking by talking to real users).

The thing to do, then, is to describe what the user does from the beginning to the end of their experience, remembering that it’s the user’s actions you’re most interested in, not the thing you’re designing.

A story is a great way to describe your vision. Unlike a list of requirements, it helps the reader understand what’s important and why.

Always design a thing by considering it in its next larger context—a chair in a room, a room in a house, a house in an environment, an environment in a city plan.

People suitable for designing the IA for a site could include: business analysts usability specialists writers graphic designers web developers project managers Their skills should include: empathy with people language ability to synthesise different types of information attention to detail great communication skills

To be simple, you have to aim for something tougher than the regular goals for usability.

It’s been pointed out that products that start out simple often end up getting so complex they cease to be useful. But if you set extreme targets, over time your product gets better (or at least achieves the goals that really matter).

Nothing important should ever be more than two clicks away.

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The third thing you need to consider is making the application actionable, that is to say, making sure that as well as form it has function too. Allow the user to see clearly what actions are available, and where they need to go to get where they want.

Nir elaborates in this post: TriggerThe trigger is the actuator of a behavior — the spark plug in the engine. Triggers come in two types: external and internal. Habit-forming technologies start by alerting users with external triggers like an email, a link on a web site, or the app icon on a phone. ActionAfter the trigger comes the intended action. Here, companies leverage two pulleys of human behavior – motivation and ability. This phase of the Hook draws upon the art and science of usability design to ensure that the user acts the way the designer intends. Variable RewardVariable schedules of reward are one of the most powerful tools that companies use to hook users. Research shows that levels of dopamine surge when the brain is expecting a reward. Introducing variability multiplies the effect, creating a frenzied hunting state, activating the parts associated with wanting and desire. Although classic examples include slot machines and lotteries, variable rewards are prevalent in habit-forming technologies as well. InvestmentThe last phase of the Hook is where the user is asked to do bit of work. The investment implies an action that improves the service for the next go-around. Inviting friends, stating preferences, building virtual assets, and learning to use new features are all commitments that improve the service for the user. These investments can be leveraged to make the trigger more engaging, the action easier, and the reward more exciting with every pass through the Hook. We’ve found this model (and the accompanying book) to be a great starting point for a customer acquisition and retention strategy.

The vast majority of people are mainstreamers. They don’t use technology for its own sake; they use it to get a job done.

I love to read

If you force people to express an opinion, they are likely to create one just to get through your form. The problem is that opinions created on the spot are variable, as many opinion pollsters know to their cost.

When speaking of disabilities, the blind and their needs are most often used as an example. It is deceivingly simplistic since accessibility is something most of the population can benefit from. We all benefit when we are tired, in bright sunshine with a mobile, are forced to use a gaming mouse with too-high sensitivity or receive the text version of video clips when we have forgotten our earphones and are in a quiet environment.

Too-subtle visual cues are actually a very common problem. Designers love subtle cues, because subtlety is one of the traits of sophisticated design. But Web users are generally in such a hurry that they routinely miss subtle cues.

(Back is the most-used button in Web browsers.)

CLARITY TRUMPS CONSISTENCY If you can make something significantly clearer by making it slightly inconsistent, choose in favor of clarity.

we will demonstrate how a short list of concrete design guidelines and a small vocabulary can be used to create APIs that expose enough information to be usable by a completely generic API browser. Based on a simple prototype, we will show how easily such a, at first sight, disruptive approach can be integrated in current Web frameworks and how it can be used to build interoperable and evolvable APIs in considerably less time.

There’s almost always a plausible rationale—and a good, if misguided, intention—behind every usability flaw. Another

When we’re creating sites, we act as though people are going to pore over each page, reading all of our carefully crafted text, figuring out how we’ve organized things, and weighing their options before deciding which link to click. What

A person of average (or even below average) ability and experience can figure out how to use the thing to accomplish something without it being more trouble than it’s worth. Take

Get rid of half the words on each page, then get rid of half of what’s left. —KRUG’S THIRD LAW OF USABILITY Of

The problem is there are no simple “right” answers for most Web design questions (at least not for the important ones). What works is good, integrated design that fills a need—carefully thought out, well executed, and tested. That

Making every page or screen self-evident is like having good lighting in a store: it just makes everything seem better.

Pages with a clear visual hierarchy have three traits: The more important something is, the more prominent it is. The most important elements are either larger, bolder, in a distinctive color, set off by more white space, or nearer the top of the page—or some combination of the above.

One way to look at design—any kind of design—is that it’s essentially about constraints

Usability is not only about ease of use but also about bringing something meaningful, having an objective in common with the user.

Don’t Make Me Think by Steve Krug is an excellent introduction to web usability. We passionately believe it should be on the school curriculum. Designed for Use by Lukas Mathis is less entertaining than Don’t Make Me Think, but it covers more usability concepts. If this book list seems worryingly short, that’s a testament to how much ground this book covers. The Visual Display of Quantitative Information by Edward R. Tufte contains many examples of complex data shown in beautifully elegant ways. Don’t be put off by its technical-sounding title. It’s fun to read.

FOCUS RUTHLESSLY ON FIXING THE MOST SERIOUS PROBLEMS FIRST

Designing, building, and maintaining a great Web site or app isn’t easy. It’s like golf: a handful of ways to get the ball in the hole, a million ways not to.

I see this again and again: A small group of customers makes noisy, persistent demands for new features that are too complicated for typical users. You’ll find it hard to convince your stakeholders (who are insiders and therefore experts) that the customers who are also experts (just like them) are not the ones you should listen to.

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It’s not what we call ourselves that matters, it’s the attitude we bring and the skills we can contribute.

There’s a good usability principle right there: If something requires a large investment of time—or looks like it will—it’s less likely to be used.

Instead of calls to action, the most innovative user experiences may be calls to inaction. (Design of default options is exceedingly important and superbly discussed in Richard Thaler and Cass Sunstein’s excellent Nudge.21) Web usability guru Steve Krug provocatively articulates this design sensibility in his heuristic, “Don’t Make Me Think.” Often the best way to get customers to appreciate an innovation experience is by not making demands on them. Don’t get in the way by offering to help. Engagement sometimes undermines a quality user experience. Eliminating choice frequently proves to be the best possible design choice. Because customers often prefer “mindless choices,” says Krug, minimalism is a virtue.

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A person of average (or even below average) ability and experience can figure out how to use the thing to accomplish something without it being more trouble than it’s worth. Take my word for it: It’s really that simple.

Another needless source of question marks over people’s heads is links and buttons that aren’t obviously clickable. As a user, I should never have to devote a millisecond of thought to whether things are clickable—or not.

I usually call these endless discussions “religious debates,” because they have a lot in common with most discussions of religion and politics: They consist largely of people expressing strongly held personal beliefs about things that can’t be proven—supposedly in the interest of agreeing on the best way to do something important

the main thing it usually ends up doing is revealing that the things they were arguing about weren’t all that important. People often test to decide which color drapes are best, only to learn that they forgot to put windows in the room.

Se você quer ter uma boa vida, acerte na hora de casar.

You actually can be too rich or too thin

Sincerity: that’s the hard part. If you can fake that, the rest is easy.

Users need to be able to find content before they can use it — findability precedes usability.

A lot of happy talk is the kind of self-congratulatory promotional writing that you find in badly written brochures. Unlike good promotional copy, it conveys no useful information, and it focuses on saying how great we are, as opposed to explaining what makes us great.

An important milestone in the history of web design has been the birth of MySpace and Facebook and the advent of social networks, at the beginning of the 21st century. The websites began to adapt to this new level of interactivity, and companies finally understood the importance of placing their users at the centre of the web experience. If, up until that moment, designers and coders used to create aesthetically pleasing interfaces based merely on their clients’ requests, they then started moving to a more user-centric approach. Web research began to focus more and more on the study of websites usability, navigation fluidity and on the easiness of interaction.

In June 2011, this message appeared on the Interaction Designers Association (IXDA) discussion list: I am at a point in my life where I know I want to do UX design after doing Web design for so long and then reading about usability testing, etc., 6 years ago. But my issue is I’m tired of working for orgs who say they care about their customer but don’t do testing to even know what their customers want from them... I’m kind of fed up with working for people who don’t get it.

Clear, well-thought-out navigation is one of the best opportunities a site has to create a good impression.

A person of average (or even below average) ability and experience can figure out how to use the thing to accomplish something without it being more trouble than it’s worth.

I think the ideal number of participants for each round of do-it-yourself testing is three.

It’s good to do your testing with participants who are like the people who will use your site, but the truth is that recruiting people who are from your target audience isn’t quite as important as it may seem. For many sites, you can do a lot of your testing with almost anybody. And if you’re just starting to do testing, your site probably has a number of usability flaws that will cause real problems for almost anyone you recruit.

Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.1

A person of average (or even below average) ability and experience can figure out how to use the thing [i.e., it’s learnable] to accomplish something [effective] without it being more trouble than it’s worth [efficient].

One way to look at design—any kind of design—is that it’s essentially about constraints (things you have to do and things you can’t do) and tradeoffs (the less-than-ideal choices you make to live within the constraints).

Having something pinned down can have a focusing effect, where a blank canvas with its unlimited options—while it sounds liberating—can have a paralyzing effect.

What works is good, integrated design that fills a need—carefully thought out, well executed, and tested.

Testing one user early in the project is better than testing 50 near the end.

Since it was about design principles and not technology, I didn't think it was likely to be out of date anytime soon.

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