Don’t Make Me Think, Revisited
Tags: #design #technology #usability #user experience #web design #mobile design
Authors: Steve Krug
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Overview
My book, ‘Don’t Make Me Think, Revisited’, is a practical guide to web usability, written primarily for people who design and build websites, apps, or anything else that people have to interact with. This latest edition recognizes that while the web has changed dramatically over the past decade, with the advent of mobile devices and new technologies, human behavior and how we interact with interfaces have remained remarkably consistent. My core principles for designing usable websites still hold true: don’t make users think, design for scanning, not reading, make choices mindless, omit needless words, and prioritize clarity. This book is filled with updated examples and new advice specific to mobile usability, like emphasizing the importance of making trade-offs in the face of limited screen real estate and ensuring that affordances are clear and visible on touch screens. I advocate for regular, do-it-yourself usability testing as a cost-effective way to uncover and address usability problems throughout the development process, and I offer practical tips for conducting these tests and making the most of the findings. It’s not just about making things clear, but also about being considerate of users—making sure that websites behave like a “mensch.” I explain the importance of accessibility and how improving a site’s overall usability is the most effective way to make it more accessible to everyone. My book provides straightforward, actionable advice, peppered with real-world examples and a healthy dose of humor, making it an invaluable resource for anyone striving to create user-friendly and effective websites and apps in today’s digital landscape.
Book Outline
1. Don’t make me think!
This chapter introduces the foundational principle of web usability: don’t make users think. Websites should be designed to be intuitive and self-explanatory so that users can understand the site’s purpose and navigate it effortlessly. Every unnecessary question mark or cognitive hurdle diminishes user engagement and satisfaction.
Key concept: “Don’t make me think!” This is my first law of usability. It means that, as far as 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.
2. How we really use the Web
This chapter debunks common assumptions about how people use the web. Users don’t carefully read online content; they scan for relevant information. They satisfice by choosing the first reasonable option rather than meticulously evaluating all choices. And they muddle through interfaces, often without fully understanding how things work, relying on intuition and trial-and-error.
Key concept: FACT OF LIFE #1: We don’t read pages. We scan them. FACT OF LIFE #2: We don’t make optimal choices. We satisfice. FACT OF LIFE #3: We don’t figure out how things work. We muddle through.
3. Billboard Design 101
This chapter provides practical guidelines for designing scannable websites. Leverage established web conventions to create familiarity and reduce cognitive load. Establish clear visual hierarchies to highlight important elements and relationships. Minimize visual noise by reducing clutter and unnecessary distractions. Format text with headings, bullet points, and highlighted keywords to facilitate easy scanning.
Key concept: If you can make something significantly clearer by making it slightly inconsistent, choose in favor of clarity.
4. Animal, Vegetable, or Mineral?
This chapter focuses on the importance of minimizing the cognitive effort required for each click or tap. Strive to make choices mindless and unambiguous, offering clear and informative links that guide users intuitively towards their goals. Users shouldn’t have to expend mental energy figuring out whether they are making the right choice with each click.
Key concept: I think the rule of thumb might be something like “three mindless, unambiguous clicks equal one click that requires thought.
5. Omit needless words
This chapter emphasizes the importance of concise and focused web writing. Ruthlessly eliminate unnecessary words, “happy talk”, and verbose instructions. Focus on clear and direct language that conveys information efficiently and minimizes the cognitive load for users.
Key concept: Get rid of half the words on each page, then get rid of half of what’s left.
6. Street signs and Breadcrumbs
This chapter explores the crucial role of navigation in website design. Effective navigation systems act as signposts, guiding users through the site’s hierarchy and helping them understand its structure. Websites should provide clear, consistent, and prominent navigation elements that act as wayfinding tools, enhancing user orientation and confidence.
Key concept: Navigation isn’t just a feature of a Web site; it is the Web site, in the same way that the building, the shelves, and the cash registers are Sears. Without it, there’s no there there.
7. The Big Bang Theory of Web Design
This chapter delves into the specific challenges of designing effective Home pages. The Home page must clearly convey the site’s purpose, content, and value proposition within seconds. Prioritize clarity over competing demands for space and attention. Include explicit statements about the site’s identity and mission, using taglines and Welcome blurbs to articulate the site’s essence.
Key concept: As quickly and clearly as possible, the Home page needs to answer the four questions I have in my head when I enter a new site for the first time: What is this? What do they have here? What can I do here? Why should I be here—and not somewhere else
8. “The Farmer and the Cowman Should Be Friends”
This chapter discusses common pitfalls in usability discussions and decision-making. It highlights the importance of data-driven decision-making based on user testing rather than relying on personal opinions or “religious debates” about what users might like. Focus groups, while valuable for gathering insights into user needs and preferences, are not a substitute for usability testing.
Key concept: Repeat after me: Focus groups are not usability tests.
9. Usability testing on 10 cents a day
This chapter advocates for incorporating regular, “do-it-yourself” usability testing throughout the design and development process. It emphasizes the value of early and frequent testing with even a small number of users to identify and address usability issues before they become ingrained. Simple, low-cost testing methods can yield significant insights and improvements.
Key concept: Testing one user early in the project is better than testing 50 near the end.
10. Mobile: It’s not just a city in Alabama anymore
This chapter addresses the specific usability challenges of designing for mobile devices, emphasizing the constraints of limited screen real estate and the importance of prioritizing content and features. It cautions against blindly following trends like “mobile first” or “flat design” without considering their potential impact on usability. Mobile design is about making the right trade-offs to ensure that the user experience is still paramount.
Key concept: MANAGING REAL ESTATE CHALLENGES SHOULDN’T BE DONE AT THE COST OF USABILITY
11. Usability as common courtesy
This chapter introduces the concept of usability as common courtesy. Websites should not only be clear and easy to use but also considerate of users’ time and effort. Websites that prioritize user needs and avoid frustrating or deceptive practices build goodwill and trust. By making user-friendly choices, websites can enhance user satisfaction and foster positive brand perceptions.
Key concept: Besides “Is my site clear?” you also need to be asking, “Does my site behave like a mensch?”
12. Accessibility and you
This chapter focuses on the connection between usability and accessibility, dispelling common misconceptions and fears surrounding web accessibility. It emphasizes that improving a site’s overall usability is the most effective way to make it more accessible. By addressing usability problems that affect all users, websites become more inclusive and user-friendly for people with disabilities.
Key concept: The single best thing you can do to improve your site’s accessibility is to test it often, and continually smooth out the parts that confuse everyone. In fact, if you don’t do this first, no matter how rigorously you apply accessibility guidelines, people with disabilities still won’t be able to use your site. If it’s not clear to begin with, just fixing code problems is like [insert your favorite putting-lipstick-on-a-pig metaphor here].
13. Guide for the perplexed
This chapter offers practical advice for advocating for usability within organizations. Getting stakeholders and decision-makers to observe usability tests firsthand can be a powerful way to demonstrate the importance of user-centered design and build support for usability initiatives. Demonstrating the impact of usability improvements on user satisfaction and business goals can help secure resources and prioritize usability within organizational priorities.
Key concept: Get your boss (and her boss) to watch a usability test. The tactic that I think works best is getting people from higher up the food chain to come and observe even one usability test. Tell them that you’re going to be doing some testing and it would be great for the Web team’s morale if they could just poke their head in for a few minutes.
Essential Questions
1. What does ‘Don’t Make Me Think’ really mean in the context of web design?
This fundamental principle underpins my entire approach to web usability. The goal is to create websites that are so intuitive and self-explanatory that users don’t have to pause, think, or question how to use them. Every element, from the navigation to the content, should be clear and obvious at a glance. Reducing cognitive load is key to creating a satisfying user experience, especially in today’s fast-paced digital world where users have limited time and attention.
2. Why is usability testing so important, and how can teams do it effectively without a lot of resources?
Usability testing is a cornerstone of my method for improving websites and apps. It involves observing real users as they try to perform typical tasks on your site, allowing you to identify and fix the things that confuse or frustrate them. Testing doesn’t need to be expensive or elaborate; simple, do-it-yourself tests with even a small number of participants can yield significant insights and are far more valuable than relying on assumptions or personal preferences. By watching users interact with your site, you’ll uncover usability problems that you’d never have noticed on your own.
3. What are the key considerations for designing an effective Home page that quickly engages users and communicates the site’s purpose?
The Home page is your first—and sometimes only—opportunity to make a good impression and convey the essence of your site. It needs to answer key questions for users quickly and clearly: What is this site? What can I do here? Why should I be here? To achieve this, prioritize clarity by using concise taglines, informative Welcome blurbs, and a clear visual hierarchy that guides users to the most important actions and content. Don’t let the Home page become cluttered with competing demands for attention; focus on the big picture and the core value proposition of your site.
4. How is designing for mobile usability different from designing for desktop, and what are the key things to consider?
Mobile usability presents unique challenges due to limited screen space and the need to accommodate diverse user needs and contexts. The key is to make the right tradeoffs, prioritizing the most important features and content for mobile users and ensuring that affordances are clear and visible on touch screens. It’s essential to avoid sacrificing usability for aesthetics or trends. While ‘Mobile First’ is a good starting point, remember that people use their mobile devices for a wide range of tasks, and the goal is to create a seamless experience regardless of screen size or context.
5. What is the relationship between usability and accessibility, and what are some practical steps to make websites more accessible?
Accessibility is fundamentally about doing the right thing and making your site usable for everyone, including people with disabilities. It’s not just a legal requirement but also a moral imperative. By focusing on addressing usability problems that affect all users, you’ll naturally improve the accessibility of your site. Simple things like using clear headings, providing appropriate alt text for images, and making sure all content is accessible by keyboard can go a long way in making your site more inclusive.
Key Takeaways
1. Design for scanning, not reading.
People don’t read word-for-word on the web; they scan for relevant information. They’re usually on a mission, trying to get something done quickly. Overwhelming them with too much information, especially upfront, is counterproductive. Prioritize conciseness and clarity to keep users engaged and focused on their goals.
Practical Application:
An AI product engineer developing a chatbot should avoid overwhelming users with a wall of text when the chatbot is first launched. Instead, focus on a concise welcome message that clearly states the chatbot’s purpose and invites the user to interact. Further information and features can be progressively revealed as the user engages with the chatbot.
2. Make choices mindless.
Users prefer to make quick and easy choices, especially on the web where they are often in a hurry. Mindless choices are those that require little thought or effort and have a high degree of certainty. By making choices clear and unambiguous, you minimize cognitive load and frustration for users.
Practical Application:
When designing a voice interface for a smart home device, offer users clear and unambiguous choices at each step of the interaction. Instead of asking an open-ended question like ‘What would you like to do?’, provide specific options: ‘Would you like to adjust the lights, play music, or set an alarm?’
3. Take advantage of conventions.
Leveraging established conventions in your design reduces the cognitive load for users because they don’t have to learn new ways of doing things. Conventions, like the design of a search box, have become so ingrained that users expect to find them in specific places and expect them to work in a certain way.
Practical Application:
When designing an AI-powered search interface, prominently display the search box using conventional design patterns: a rectangular box with the word ‘Search’ and a magnifying glass icon. Avoid unnecessary instructions or options that might confuse users, especially those unfamiliar with AI-powered search. The goal is to make searching as intuitive and effortless as possible.
4. Create effective visual hierarchies.
A well-defined visual hierarchy guides users to the most important elements on the page and helps them understand the relationships between different pieces of information. Use visual cues like size, color, typeface, and white space to create a clear hierarchy that makes the page easy to scan and understand at a glance.
Practical Application:
An AI product engineer designing a dashboard for data analysis should prioritize clarity and visual hierarchy. Display the most important metrics prominently using larger font sizes or distinctive colors. Group related data points together visually to enhance understanding and reduce cognitive effort for users trying to make sense of the data.
5. Omit needless words.
Nobody reads long instructions on the web. Users are much more likely to muddle through and try to figure things out on their own. When instructions are absolutely necessary, keep them as brief and to the point as possible. Strive to make your interface so intuitive that instructions become unnecessary.
Practical Application:
When designing an AI-powered writing assistant, ensure that it provides clear and concise instructions or feedback to users. Avoid overwhelming users with lengthy explanations or technical jargon. Instead, focus on brief and actionable tips that are presented contextually, precisely when the user needs them.
Memorable Quotes
Chapter 1: Don’t Make Me Think!. 29
“Don’t make me think!”
Chapter 1: Don’t Make Me Think!. 35
Your goal should be for each page or screen to be self-evident, so that just by looking at it the average user will know what it is and how to use it. In other words, they’ll “get it” without having to think about it.
Chapter 2: How We Really Use the Web. 45
If your audience is going to act like you’re designing billboards, then design great billboards.
Chapter 4: Animal, Vegetable, or Mineral?. 68
It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.
Chapter 5: Omit Needless Words. 75
Get rid of half the words on each page, then get rid of half of what’s left.
Comparative Analysis
While my book shares common ground with other usability classics, like Don Norman’s ‘Design of Everyday Things’ and Jennifer Tidwell’s ‘Designing Interfaces’, it distinguishes itself through its focus on practical, do-it-yourself usability testing methods. Unlike academic or research-heavy texts, my book prioritizes actionability and empowers individuals and teams with limited resources to conduct effective usability tests and make data-driven design decisions. It complements broader UX discussions found in books like ‘A Project Guide to UX Design’ by Russ Unger and Carolyn Chandler by offering a laser focus on the core principles of web usability and their practical application in a rapidly evolving digital landscape.
Reflection
This book shines a light on a critical aspect of product design—usability. While it primarily focuses on websites and apps, the principles it advocates are broadly applicable to any product that involves human interaction. In an increasingly digital world, where users are bombarded with information and choices, prioritizing usability is paramount. The author’s emphasis on ‘Don’t Make Me Think’ serves as a powerful reminder that users value products that are intuitive, efficient, and respectful of their time and effort. However, it’s important to note that while ‘Don’t Make Me Think’ is a valuable guiding principle, it’s not a universally applicable law. There are situations, particularly in complex problem domains or when dealing with highly specialized users, where some degree of cognitive effort is unavoidable and even desirable. Ultimately, the goal is to strike the right balance between ease of use and the product’s functional requirements. The book’s strength lies in its practical advice, real-world examples, and humor, making it a valuable resource for anyone involved in designing and building user-centered products. It champions a user-centric approach to design that is essential for creating products that are not just functional, but truly delightful to use.
Flashcards
How do users typically read content on the web?
Scan the page, picking out individual words and sentences.
What kind of choices do users typically make on the web?
The first reasonable option that seems like it might work.
What is more important: clarity or consistency?
Prioritize clarity over consistency.
What visual cues create a visual hierarchy?
Size, color, typeface, white space, and position on the page.
What is the purpose of headings?
They tell you what each section is about, helping users decide what to read or skip.
What is a tagline?
A concise phrase that characterizes the whole enterprise.
What is a Welcome blurb?
It’s a terse description of the site, often placed prominently on the Home page.
What are affordances?
Visual clues in an object’s design that suggest how we can use it.
What is usability testing?
Observing real users as they try to use your website or app, noting where they run into problems.