UX Heuristics Framework

Practical usability principles for evaluating and improving user interfaces. Based on a fundamental truth: users don't read, they scan. They don't make optimal choices, they satisfice. They don't figure out how things work, they muddle through.

Core Principle

"Don't Make Me Think" - Every page should be self-evident. If something requires thinking, it's a usability problem.

The foundation: Users have limited patience and cognitive bandwidth. The best interfaces are invisible -- they let users accomplish goals without ever stopping to wonder "What do I click?" or "Where am I?" Every question mark that pops into a user's head adds to cognitive load and increases the chance they'll leave. Design for scanning, satisficing, and muddling through -- because that's what users actually do.

Scoring

Goal: 10/10. When reviewing or creating user interfaces, rate them 0-10 based on adherence to the principles below. A 10/10 means full alignment with all guidelines; lower scores indicate gaps to address. Always provide the current score and specific improvements needed to reach 10/10.

Krug's Three Laws of Usability

1. Don't Make Me Think

Core concept: Every question mark that pops into a user's head adds to their cognitive load and distracts from the task.

Why it works: Users are on a mission. They don't want to puzzle over labels, wonder what a link does, or decode clever marketing language. The less thinking required, the more likely they complete the task.

Key insights:

• Clever names lose to clear names every time
• Marketing-speak creates friction; plain language removes it
• Unfamiliar categories and labels force users to stop and interpret
• Links that could go anywhere create uncertainty
• Buttons with ambiguous labels cause hesitation

Product applications:

Copy patterns:

• Self-evident labels: "Sign in", "Search", "Add to cart"
• Action-oriented buttons: verb + noun ("Create account", "Download report")
• Avoid jargon: "Save" not "Persist", "Remove" not "Disassociate"
• If a label needs explanation, simplify the label

Ethical boundary: Clarity should serve users, not obscure information. Never use plain language as a veneer to hide unfavorable terms.

See: references/krug-principles.md for full Krug methodology.

2. It Doesn't Matter How Many Clicks

Core concept: The myth says "users leave after 3 clicks." The reality is users don't mind clicks if each one is painless, obvious, and confidence-building.

Why it works: Cognitive effort per click matters more than click count. Three mindless, confident clicks are far better than one click that requires deliberation. Users abandon when they lose confidence, not when they run out of patience for clicking.

Key insights:

• Each click should be painless (fast, easy)
• Each click should be obvious (no thinking required)
• Each click should build confidence (users know they're on the right path)
• Three mindless clicks beat one confusing click every time
• Users abandon when confused, not when they've clicked too many times

Product applications:

Copy patterns:

• Progress indicators: "Step 2 of 4: Shipping details"
• Breadcrumbs: "Home > Products > Shoes > Running"
• Confirmations at each step: "Great, your email is verified. Now let's set up your profile."
• Clear link text: "View all running shoes" not "Click here"

Ethical boundary: Don't use extra steps to bury cancellation flows or make opting out harder. Every click should move users toward their goal, not away from it.

See: references/krug-principles.md for Krug's click philosophy and scanning behavior.

3. Get Rid of Half the Words

Core concept: Get rid of half the words on each page, then get rid of half of what's left. Brevity reduces noise, makes useful content more prominent, and shows respect for the user's time.

Why it works: Users scan -- they don't read. Every unnecessary word competes with the words that matter. Removing fluff makes important content more discoverable and pages shorter.

Key insights:

• Happy-talk ("Welcome to our website!") wastes space
• Instructions nobody reads should be removed
• "Please" and "Kindly" and polite fluff add noise
• Redundant explanations dilute the message
• Shorter pages mean less scrolling and faster scanning

Product applications:

Copy patterns:

• Before: "Please kindly note that you will need to enter your password in order to proceed to the next step."
• After: "Enter your password to continue."
• Before: "We've received your message and will get back to you as soon as possible."
• After: "Message sent. We'll reply within 24 hours."

Ethical boundary: Brevity must not mean omitting critical information. Concise disclosures for pricing, terms, and data usage are a user right.

See: references/krug-principles.md for Krug's word-cutting methodology.

4. The Trunk Test

Core concept: A test for navigation clarity: if users were dropped on any random page (like being locked in a car trunk and released at a random spot), could they instantly answer six key questions?

Why it works: Good navigation gives users constant orientation. If users can't identify where they are and what their options are, they feel lost and leave.

Key insights:

• Users must know what site they're on (brand/logo visible)
• Users must know what page they're on (clear heading)
• Major sections must be visible (navigation)
• Options at this level must be clear (links/buttons)
• Position in hierarchy must be apparent (breadcrumbs)
• Search must be findable

Product applications: