This book is a classic, and it’s still good though its content is outdated.

Web pages need to be self-evident.  The more obvious and clear it is, the better.  It’s because it’s like good lighting in a store — makes everything seems better.  -> Builds credibility?

1. We don’t read pages.  We scan them.
2. We don’t make optimal choices.  We satisfice.  Just pick something that sounds close enough and go!
3. We don’t figure out how things work.  We muddle through.

Create a clear visual hierarchy

• Importance = prominence
• Logical relations = Visual relations
• Use nesting to show what’s part of what.
• Use conventions
• Break up pages into clearly defined areas
• Make it obvious what’s clickable
• Keep “noise” down

Omit words.

People won’t use your website if they can’t find their way around it.

Persistent navigation is comforting.

Tabs are great.  Self evident, hard to miss, slick.

Trunk test:

• What site is this?
• What page am I on?
• What are the major sections of this site?
• What are my options at this level?
• Where am I in the scheme of things?
• How can I search?

Choose a deep page, print it.  Hold it at arm’s length or squint.  As quickly as possible, answer above questions (circle them)

Home page: can’t be everything to everybody.  The most important: BIG PICTURE.  tag line and welcome blurb.

Usability testing: stop arguing, just test.  Test small and often.  don’t be picky with users, pay them nicely, ask them to think out loud.  They are going to test the site, not the user.  Debrief right away.