Author: Steve Krug
Theme: Web usability and intuitive design
Ideal for: Web designers, developers, e-commerce specialists, marketers, and anyone creating digital experiences.

1. “Don’t make me think”

   • Interfaces should be obvious. Users shouldn’t need instructions to figure things out.

   • Every time a user hesitates to understand something, it creates friction.

2. People scan, not read

   • Users skim pages and look for visual cues. Design should accommodate scanning with clear headings, short paragraphs, and well-placed buttons.

3. Design for how people actually behave

   • People don’t make optimal choices. They “satisfice” — choosing the first reasonable option instead of the best one.

   • Make the obvious choice also the best choice.

4. Navigation must be clear

   • Users should always know:

     • Where they are

     • Where they can go

     • How to get back

   • Consistent layout and visible cues are crucial.

5. Conventions are your friend

   • Stick to familiar patterns (like the cart icon or top-left logo link to homepage).

   • Creativity is great — just not at the expense of usability.

6. Make things self-evident or self-explanatory

   • If something needs explanation, it should be obvious or so intuitive that users can figure it out without frustration.

7. Reduce the number of clicks, but not at the cost of clarity

   • A few extra easy clicks are better than one confusing one.

8. Test early and often

   • Don’t wait until everything is perfect. Simple user testing with even 3–5 users can reveal major usability issues.

9. Usability is about empathy

   • Think like a user. What do they want? What frustrates them? Good design is built on understanding the user’s mindset.