UX Heuristics Framework
Practical usability principles for evaluating and improving user interfaces. 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. Users have limited patience and cognitive bandwidth, so design for scanning, satisficing, and muddling through — because that's what users actually do.
Scoring
Goal: 10/10. Rate any interface 0-10 against the principles below. Always state the current score and the 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 cognitive load and distracts from the task.
Why it works: Users are on a mission — they don't want to puzzle over labels 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 force users to stop and interpret
- Ambiguous links and buttons cause hesitation
Product applications:
| Context |
Application |
Example |
| Navigation labels |
Self-evident names |
"Get directions" not "Calculate route to destination" |
| CTAs |
Action verbs users understand |
"Sign in" not "Access your account portal" |
| Error states |
Tell users what to do next |
"Check your email format" not "Validation error" |
Copy patterns:
- 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 — never use plain language as a veneer to hide unfavorable terms.
See: references/krug-principles.md for full Krug methodology, scanning behavior, and the click philosophy.
2. It Doesn't Matter How Many Clicks
Core concept: The myth says "users leave after 3 clicks." In reality 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. Users abandon when they lose confidence, not when they run out of patience for
