1. Interfaces exist to enable interaction
  2. Clarity is job #1
  3. Conserve attention at all costs
  4. Keep users in control
  5. Direct manipulation is best
  6. One primary action per screen
  7. Keep secondary actions secondary
  8. Provide a natural next step
  9. Appearance follows behaviour (aka form follows function)
  10. Consistency matters
  11. Strong visual hierarchies work best
  12. Smart organisation reduces cognitive load
  13. Highlight, don’t determine, with colour
  14. Progressive disclosure
  15. Help people inline
  16. Design for the crucial zero state
  17. Existing problems are most valuable
  18. Great design is invisible
  19. Build on other design disciplines
  20. Interfaces exist to be used


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Answer Wiki

• UX design deals with the overall experience associated with the use of a product or service.

• UI design deals with the specific user interface(s) of a product or service. The UI can be a component of UX, but many user experiences don’t have UIs. The…


DC Comics Logo


When I first looked at the new logo design my first reaction was, oh it’s a peeled back fold over the letter C? But then when I read the thinking behind the actual process and how this identity may be used in website and mobile form it totally makes sense. It’s a fantastic example of the way…


Content Audit Template


Cadillac Logo
Photo by lincolnblues


Cadillac have released details of a new touch screen interface system, the ‘Cadillac User Experience  (or CUE), which will be provided in their luxury line of cars from 2012 for entertainment, navigation and communication. Essentially, the CUE seems to offer the same sort of functionality…



Three luxury 4-door saloons are tested in this episode, and it seems there are issues with the controls in all of them. 

Aston Martin Rapide 

James May: “You need fingers like cocktail sticks to operate any of the buttons!”.

Porsche Panamera

James May: “You need to be a…



I received a question from twitter from @dyowee ”What books do you suggest to learn more about UX design?” There are some really great books to get you started.

I’d recommend the following…

Designing for Emotion

“Designing for Emotion” by Aarron Walter - It’s a fantastic book that really gets you…


Reblog: 5 Signs That Indicate Website Usability Problems

Flickr: Web Design by marc.thiele

Photo by marc.thiele


Web site usability is based on the factors that make it easy for a visitor to your website to accomplish his goals. For example, if someone wants to find your customer service contact information then a website maximized for usability will allow that information to be found in as few clicks as possible.

Read More



Who, What, Where, When, Why (and How - it ends with a “w” cut me some slack). In school we were taught that these fundamental questions must be addressed in the process of creating a strong argument and delivering a legitimate story. In the world of User Experience, being able to accurately answer these 5 questions can be the difference between a product that instantly resonates with the customer and one that quickly makes its’ way to the Startup Graveyard. 

Our guest author this week, Whitney Hess, makes the case that startups without a strong UX input will invariably put too much focus on the “what” and often find themselves lacking when it comes to the long-term product vision and strategy. 

In order to capture that vision and strategy, a User Experience professional should be included at the outset of the project, as they are uniquely positioned to help answer each of these questions:

  • What problem are we trying to solve? 
    Don’t confuse this “what” with “What are we building?” Before we can truly begin building, we must identify what problem this product is attempting to solve? If you can’t answer this question, answering the rest of the “W’s” may be in vain. Take your time and articulate the problem as clearly and concisely as possible. Once you are able to do this, you have a lens through which you can answer the remaining questions, further clarifying your purpose and informing your strategy going forward.
  • Who is the customer? 
    One of the most important questions to answer for any new product. Without a clear understanding of your target audience you run the risk of building something that doesn’t meet or fit your customers expectations, uses cases or mental model of what it is they came to you for. User research, ethnography, and personas are components of the UX toolset that can help to answer this question.
  • Where can we improve on existing patterns and solutions?
    Understanding how others have attempted to solve the same or a similar problem is extremely valuable in understanding what pitfalls to avoid, identifying where an existing pattern failed or needs improvement and revealing the moments in the customer’s journey that you can surprise and delight them when others have failed them. You will find yourself asking this question over and over throughout the entire design process. 
  • When should we begin to get user feedback? 
    Early and often is usually the answer to this question, but that may not always be true. If you introduce it too early you run the risk of letting the user drive the product development (and they may not be in the products best interest). If you introduce it too late, you may miss out on valuable feedback that could have saved you from overbuilding. Understanding who your customers are and knowing where you can improve on existing solutions will help you know when you can begin to incorporate user-testing/feedback into the product development cycle. 
  • Why does our product solve the problem? 
    Having identified what problem we are trying to solve, who our target users are, and where we can improve on existing solutions, we should be able to articulate why our solution solves the problem. This should be the foundation for the short-term goals with a long-term strategy. 
  • How can data help you understand what you are building? 
    There are countless analytics that can be used to validate assumptions, confirm design decisions and clarify your product/market fit. Techniques such as: data mining, eye-tracking, A/B testing, user flows, ethnographic research, usability benchmarking and many others can be used to gain better insights. No detail is too small to test. Copy, layout, interaction—in all of these cases good data can help you understand the results you are seeing and adjust accordingly. 

Companies that start by answering these questions and engaging in a process of UX-driven design have a much greater chance of going on to create viable and longer-lasting products than those that start building without these answers. In the ever-expanding startup world, those who value and apply UX from the start will be those at the head of the pack.

Masha Krol — Mastering the Skills for UX Mastery

Flickr: Design Book Proposal Through Wordle - juhansonin
Photo by juhansonin

Just so you know the origins of this list, they actually were written up by this great UX expert named Jared Spool, and then it was expanded upon by this other UX designer, Masha Krol, who actually received a comment from Mr. Spool himself about Mrs. Krol’s take on his list:

Jared Spool's Comment on Masha Krol's Site

Keep reading to see the list, and the link!

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When You Startup with UX - Why UX matters to startups. “It [UX] is very important in the first phase, perhaps more important than anything else.” -Paul Graham

Startups: Welcome to the lost decade - Steve Blank (a must read for all entrepreneurs) talks about realistic exits: “If you’re…

10 Points About UX Design From a Psychologist

Osmosis by A.K. Photography

Photo by A.K. Photography

Here’s an awesome article from 2 years ago, but it still holds true today. Here’s a list of the 10 points it makes about designing a user experience coming from Susan Weinschenk, a psychologist who wrote the book Neuro Web Design: What makes them click?

  1. People Don’t Want to Work or Think More Than They Have To
  2. People Have Limitions
  3. People Make Mistakes
  4. Human Memory is Complicated
  5. People Are Social
  6. Attention
  7. People Crave Information
  8. Unconscious Processing
  9. People Create Mental Models
  10. Visual System

Read more in depth about each of these bullet points here at UX Magazine.