The most important think you can do is ti understand the basic principle of eliminating question marks

Things that are us think unnecessarily

Anything that makes us think increases cognitive workload and distracts from the task at hand

Make something self evident otherwise self-explanatory

User’s don’t mind a lot of clicks as long as each click is painless and they have continued confidence that they’re on the right track - following what’s often called the “scent of information”

When guidance is needed, ensure it is

  1. Brief
  2. Timely
  3. Unavoidable

Facts of web browsing

  1. We don’t read pages. We scan them.
  2. We don’t make optimal choices. We satisfice.
  3. We don’t figure out how things work. We muddle through.

Billboard Design