Krug: Why your Website should be human (‘a mensch’)

    Things that diminish goodwill

  1. Hiding information that I want
  2. Punishing me for not doing things your way
  3. Asking me for information you don’t really need
  4. Shucking and jiving me
  5. Putting sizzle in my way
  6. Your site looks amateurish
    Things that increase goodwill:

  1. Know the main things that people want to do on your site and
  2. Tell me what I want to know
  3. Save me steps wherever you can
  4. Put effort into it
  5. Know what questions I’m likely to have, and answer them
  6. Provide me with creature comforts like printer-friendly pages
  7. Make it easy to recover from errors
  8. When in doubt, apologize

From: Krug, S. (2006), Don’t Make Me Think: A Common Sense Approach to Web Usability, Berkeley, CA: New Riders

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