Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.
Designers are not users.
A bad website is like a grumpy salesperson.
Users are not designers.
Ultimately, users visit your website for its content. Everything else is just the backdrop.
A general principle for all user interface design is to go through all of your design elements and remove them one at a time.
Throughout this book, we've been evangelizing simplicity, but ironically, the practice of simplicity is not simple. It is easy to build a bulky design by adding layer upon layer of navigation and features; it's much more difficult to create simple, graceful designs. Paring designs to essential elements while maintaining elegance and functionality requires courage and discipline.
The usability tests we have conducted during the last year have shown an increasing reluctance among users to accept innovations in Web design. The prevailing attitude is to request designs that are similar to everything else people see on the Web.
If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as much as customer complaints.
Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action.
To design an easy-to-use interface, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior.
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