“Don’t make me think.” The title of Steve Krug’s book also sums up his main advice when it comes to user experience: it should be self-evident and self-explanatory, requiring minimal effort from the user. In Krug’s point of view, user experience is about people and how they understand and use things, not about technology.
Krug’s words are also great advice for marketers. It means that they must take their time to put themselves in the place of their customers, researching and understanding their needs. If you figure out how to make your customers not think to be impacted by your marketing, product, or service, you will be closer to their hearts — and minds.
Here are some of my favorite quotes from the book:
Here’s the rule: If you can’t make something self-evident, you at least need to make it self-explanatory.
Users 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.”
The fact that the people who built the site didn’t care enough to make things obvious—and easy—can erode our confidence in the site and the organization behind it.
Get rid of half the words on each page, then get rid of half of what’s left.
The main thing you need to know about instructions is that no one is going to read them—at least not until after repeated attempts at “muddling through” have failed.
Nothing important should ever be more than two clicks away.
For more information: