Don’t Make Me Think, Revisited: A Common Sense Approach to Web and Mobile Usability
Tags: #design #technology #usability #user experience #web design #mobile design
Authors: Steve Krug
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Overview
This book is a practical guide to designing usable websites and mobile apps. It’s written for anyone involved in building websites and mobile applications – designers, developers, product managers, marketers, CEOs, and anyone else who wants to create products that are easy and enjoyable to use. I explain, in plain language, the basic principles of usability and show you how to apply them to your own work. The central theme of the book is that usability is about people, not technology. If you understand how people think and behave, you can design websites and apps that are easy for them to use. The main argument of the book is that usability testing is the best way to make sure your website or app is usable. By watching people try to use your product, you can identify and fix the things that confuse or frustrate them. The book is full of practical advice and real-world examples, and I’ve tried to make it as clear and concise as possible so you can get the information you need quickly. The book is divided into three sections. The first section, “Guiding Principles,” introduces the basic principles of usability, such as “Don’t make me think” and “Omit needless words.” The second section, “Things You Need to Get Right,” covers two of the most important challenges in web design: navigation and the Home page. The third section, “Making Sure You Got Them Right,” explains how to do usability testing and make sure you’re building the right product.
Book Outline
1. Don’t make me think!
Usability boils down to one thing: Don’t make me think! When users encounter a webpage, it should be immediately obvious what the page is and how to use it. Anything that forces users to stop and figure things out creates unnecessary cognitive burden and slows them down.
Key concept: “Don’t make me think!” This is the overriding principle of usability—the ultimate tiebreaker when deciding whether a design works. Your goal should be for each page or screen to be self-evident so that the average user will know what it is and how to use it without expending any effort thinking about it.
2. How we really use the Web
People don’t read webpages the way they read books. They scan, looking for keywords and phrases that catch their eye. They’re usually in a hurry and are good at picking out the information they need.
Key concept: People don’t read pages; they scan them. When users encounter a webpage, they don’t carefully read every word. Instead, they scan the page, picking out individual words and sentences. They’re usually on a mission, trying to get something done quickly, and they’re good at finding the information they need even if it’s not presented in an ideal way.
3. Billboard Design 101
Treat webpages like billboards, grabbing the user’s attention and conveying information quickly. Leverage visual hierarchy to highlight important elements, break pages into clear sections, and make it super obvious what’s clickable.
Key concept: Design like a billboard: Since users are scanning, your webpages should be designed like billboards. Use clear visual hierarchies, break pages up into well-defined areas, and make it obvious what’s clickable.
4. Animal, Vegetable, or Mineral?
Don’t obsess over the number of clicks it takes for users to find something. What matters is making each click as mindless and unambiguous as possible. If a click requires thought or makes the user unsure if they’re on the right path, it’s going to create frustration.
Key concept: “Three mindless, unambiguous clicks equal one click that requires thought.” Users don’t mind clicking as long as each click is painless, obvious, and they feel confident they’re on the right track.
5. Omit Needless words
Get rid of as many words as possible. Concise writing is crucial for webpages. Most webpages have too many words that no one is ever going to read. Eliminate unnecessary words to make the content more scannable and inviting for users.
Key concept: “Omit needless words.” The more concise your writing, the better. Most of the words on a webpage are unnecessary. Removing unnecessary words makes the page less intimidating, highlights useful content, and makes pages shorter.
6. Street signs and Breadcrumbs
Navigation should be clear, consistent, and obvious. Users should always know where they are on the site and how to get where they want to go. Use established web conventions, like persistent navigation, breadcrumbs, and prominent search bars to make navigation easy.
Key concept: Web navigation should work like clear signage in a physical space. Use conventions like persistent navigation, search boxes, and breadcrumbs to help users find their way around your site.
7. The Big Bang Theory of Web Design
Users make snap judgments about websites, and the Home page is your one chance to make a good first impression. Make sure it clearly conveys what the site is about, what it has to offer, and where users should start.
Key concept: The Big Bang Theory of Web Design: ‘The first few seconds you spend on a new website are critical’. Users form an initial impression in milliseconds, and this greatly influences their subsequent experience. The Home page must clearly convey what the site is and what it offers.
8. The Farmer and the Cowman Should Be Friends
Don’t get caught in endless, subjective debates about design. While consistency is important, don’t be afraid to break conventions or bend the rules if it results in a clearer, more usable experience.
Key concept: “Clarity trumps consistency.” While consistency in design is a good thing, clarity is more important. If you can make something clearer by breaking a design rule, do it.
9. Usability testing on 10 cents a day
Do-it-yourself usability testing is cheap, easy, and effective. Test early and often, even with just a few users. You’ll find more usability problems than you can fix, so ruthlessly prioritize fixing the most serious problems first.
Key concept: “Testing one user early in the project is better than testing 50 near the end”. Regular testing is crucial. Find a few users and test early and often. Don’t let lack of resources or a big launch deadline be an excuse for not testing.
10. Mobile: It’s not just a city in Alabama anymore
Mobile design is all about tradeoffs, and managing limited screen space is the biggest challenge. While “mobile first” is a good starting point, remember that users expect to be able to access all of a site’s features and content on their mobile devices. Prioritize and make the most important things easily accessible.
Key concept: “Managing real estate challenges shouldn’t be done at the cost of usability.” The limited screen space on mobile devices creates new usability challenges. While mobile-first design is a good starting point, remember that users want to do everything on their mobile devices, not just the things they do while “on the go”.
11. Usability as common courtesy
Usability isn’t just about clarity, it’s also about common courtesy. Be considerate of your users and think about their needs and expectations. Every website should strive to be a ‘mensch’ – doing the right thing.
Key concept: Usability is about doing the right thing – being considerate of the user. Users come to your site with a ‘reservoir of goodwill’ that gets diminished by every usability problem they encounter.
12. Accessibility and you
Accessibility is an essential aspect of usability. Making sites usable for everyone is the best way to make them accessible. Fix the usability problems that create problems for all users, and accessibility will naturally improve. Read articles and books by accessibility experts to understand the unique needs and challenges faced by people with disabilities.
Key concept: Accessibility means that people with disabilities can use your site effectively. Don’t rely on automated accessibility checkers; they will catch some problems but are often more trouble than they’re worth. The single best thing you can do to improve accessibility is to fix the usability problems that confuse everyone.
13. Guide for the perplexed
Making usability happen in your organization requires education and advocacy. The best way to convince people is to get them to watch a usability test and see the problems firsthand. Testing is a powerful tool for showing the value of usability.
Key concept: “Get your boss (and her boss) to watch a usability test.” The best way to get buy-in for usability is to show people how real users struggle with their site. Once they see it for themselves, they’ll be much more likely to understand the value of usability and support your efforts to make things better.
13. Guide for the perplexed
Usability is an ongoing process of improvement, not a one-time fix. Test regularly, identify the most serious problems, and focus on fixing those first. Don’t get distracted by low-hanging fruit or the temptation to add new features.
Key concept: “Focus ruthlessly on fixing the most serious problems first.”
Essential Questions
1. What is the ‘Don’t Make Me Think’ principle and why is it so important for web usability?
The most fundamental principle of web usability is to eliminate anything that makes users think unnecessarily. Strive for self-evident design where the purpose and functionality are immediately clear. When that’s not possible, aim for self-explanatory design, where a little thought is required, but understanding comes effortlessly. Too often, we make users puzzle over things that should be obvious, like what’s clickable, the meaning of labels, or how to complete simple tasks. Eliminate question marks by using clear language, visual cues, and conventions that users are familiar with.
2. How do people actually use the Web and how does this impact design?
Users don’t read webpages linearly; they scan them, looking for keywords and phrases that match their current task or interests. They are often in a hurry and are skilled at picking out relevant information, even if it’s not presented ideally. This behavior means we need to design for scanning, not reading. Use clear visual hierarchies to guide the eye, break up pages into well-defined areas, make clickable elements obvious, highlight key terms, and use concise language.
3. What is usability testing and why is it essential to good web design?
Usability testing is about observing real users trying to perform tasks on your site to identify problems and areas for improvement. It’s a continuous process, not a one-time event. Testing even a single user is immensely valuable, revealing issues that you, as the designer, are blind to. The earlier you start testing, the better, as it’s easier to fix problems in the design phase than after launch.
4. What is the ‘Big Bang’ theory of web design and what are the key considerations for designing effective Home pages?
The Home page is the most valuable real estate on your website and often the first impression users have. It needs to immediately convey the big picture: what the site is, what it offers, and how to use it. Don’t clutter the Home page with too many competing elements. Use clear, concise language, strong visuals, and a good tagline to communicate the essence of your site.
5. How does ‘common courtesy’ relate to usability and how can we design websites that ‘behave like a mensch’?
Usability is not just about clarity; it’s also about being considerate of your users. Approach your design with empathy, understanding that users come to your site with a ‘reservoir of goodwill’ that can be easily depleted by frustrating experiences. Avoid hiding information, punishing users for not doing things your way, and unnecessary steps. Earn user trust by providing clear, concise information, and prioritizing their needs over internal priorities.
Key Takeaways
1. Don’t Make Users Think
Krug’s ‘Don’t Make Me Think!’ principle underscores the importance of intuitive design. Users should be able to grasp the purpose and functionality of a website or application without expending unnecessary mental effort. This means prioritizing clarity, using familiar conventions, and eliminating anything that requires users to stop and figure things out.
Practical Application:
An AI product engineer could use this principle when designing the interface for a new AI model training tool. They should make it immediately obvious how to upload datasets, select training parameters, start and monitor the training process, and view results. Any element that requires the user to guess its function or hunt for instructions would violate this principle.
2. Design for Scanning, Not Reading
Web users are goal-oriented and in a hurry. They don’t read webpages like books; they scan them for the information they need. Therefore, web content must be designed for scannability, utilizing clear visual hierarchy, headings, short paragraphs, bulleted lists, and highlighted key terms. Concise and easy-to-digest information is crucial.
Practical Application:
An AI engineer developing a chatbot could apply this by prioritizing concise, scannable responses. Instead of providing long, detailed explanations, the chatbot should break down information into digestible chunks, use headings, bulleted lists, and highlight key terms. This will make the information easier for users to quickly process and understand.
3. Test Early and Often
Usability testing is not a luxury; it’s a necessity. Regular testing with real users reveals usability problems that designers and developers are often blind to. It allows for course correction and improvement throughout the development process, preventing costly mistakes and ensuring a more user-friendly product.
Practical Application:
When designing a new AI-powered feature for a mobile app, a product team can conduct regular usability tests. They can observe how users interact with prototypes, identifying areas of confusion or frustration. This iterative testing process allows for early identification and resolution of usability problems, resulting in a more user-friendly and successful product launch.
4. Prioritize the Home Page
The Home page is prime real estate and the first impression for many users. It’s crucial to prioritize the most common user needs and make them obvious and easily accessible. Don’t clutter the Home page with everything the site has to offer; instead, guide users to the most important content and features.
Practical Application:
In developing an AI-powered customer support system, a company should prioritize the most common user needs, such as finding answers to FAQs, getting in touch with a human agent, or checking order status. These features should be prominently placed and easy to find, while less frequently needed features can be tucked away in menus or secondary pages.
5. Mobile Apps: Learnable and Memorable
Mobile apps need to be both learnable and memorable. Given the limited screen space, it’s easy for users to forget how to use an app if they haven’t used it in a while. Invest in good onboarding and tutorial design, using clear visuals and step-by-step instructions. Consider incorporating interactive elements that let users practice using the app’s core features.
Practical Application:
When designing an AI-driven personal assistant, the engineer can focus on making the onboarding experience intuitive and memorable. Using familiar voice commands and providing clear, concise feedback will help users learn and remember how to use the assistant. The goal should be to minimize the need for users to relearn functionality on subsequent interactions.
Suggested Deep Dive
Chapter: Chapter 9: Usability testing on 10 cents a day
This chapter provides actionable steps for conducting DIY usability tests, a valuable skill for AI product engineers. It outlines how to recruit participants, conduct tests, analyze results, and prioritize fixes, promoting an iterative approach to improving product usability.
Memorable Quotes
Preface. 11
“It’s not rocket surgery.”
Preface. 11
“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.”
Chapter 1: Don’t Make Me Think. 29
“Don’t make me think!”
Chapter 1: Don’t Make Me Think. 35
“On the Internet, the competition is always just one click away, so if you frustrate users they’ll be off to somewhere else.”
Chapter 2: How We Really Use the Web. 41
“Optimizing is hard, and it takes a long time. Satisficing is more efficient.”
Comparative Analysis
“Don’t Make Me Think, Revisited” stands out for its clear, concise, and humorous style, making it accessible to a broad audience, unlike more academic texts on usability. It shares common ground with design thinking principles, emphasizing user-centered design. It aligns with works like “The Design of Everyday Things” by Don Norman in stressing the importance of intuition and ease of use. However, where Norman delves into cognitive science, Krug focuses on practical application. The book diverges from those advocating for exhaustive, data-driven usability testing. Krug champions a more streamlined, iterative approach, prioritizing quick wins and frequent testing. He argues that solving obvious usability problems often yields the greatest return on investment. This lean approach contrasts with texts advocating for rigorous statistical validation in usability testing.
Reflection
“Don’t Make Me Think, Revisited”, with its emphasis on simplicity, user-centered design, and iterative testing, remains highly relevant, particularly as we navigate increasingly complex digital landscapes. Its principles are applicable not just to website design but also to user interfaces for AI-powered products, from chatbots to machine learning tools. However, while Krug downplays data-driven approaches, this might be an area where his opinions diverge from best practices in AI development. While quick, qualitative testing is valuable, it may not be sufficient for complex AI systems where statistical validation of safety and performance is crucial. The book’s strength lies in its accessible explanation of human-centered design principles. Its weakness is its potential oversimplification of usability testing for specific contexts like AI. Overall, it’s a valuable resource for anyone involved in designing user interfaces, reminding us to prioritize clarity, simplicity, and respect for the user.
Flashcards
What is Krug’s First Law of Usability?
The ‘Don’t Make Me Think!’ principle states that a website should be self-evident and self-explanatory, eliminating any unnecessary cognitive burden for users.
How do users typically read web content?
Users primarily scan webpages, looking for keywords and phrases that match their task or interests. They are not reading pages word for word.
How should you design webpages, considering users’ reading habits?
Design for scanning, using clear visual hierarchy, breaking pages into defined areas, highlighting key terms, and using bulleted lists.
How many users should you test in a usability test?
Testing even one user is 100% better than testing none.
What is the most important thing to remember when prioritizing usability fixes?
Focus ruthlessly on fixing the most serious usability problems first, as you’ll find more problems than you have resources to fix.
What is a tagline and what are its key characteristics?
A tagline is a concise phrase that characterizes the whole enterprise, summing up what it is and what makes it great. It should be clear, informative, convey differentiation and a benefit, be personable, and ideally clever.
What is the ‘mobile-first’ approach to design?
The mobile-first approach advocates for designing the mobile version of a website first, focusing on essential features and content.
What are affordances?
Visual clues in an object’s design that suggest how we can use it.