Top Highlights

• was mitigated by simply empowering users to switch when they were ready.
• Chapter 1, Jakob’s Law Users spend most of their time on other sites, and they prefer your site to work the same way as all the other sites they already know. Chapter 2, Fitts’s Law The time to acquire a target is a function of the distance to and size of the target. Chapter 3, Hick’s Law The time it takes to make a decision increases with the numb...
• Users will transfer expectations they have built around one familiar product to another that appears similar. By leveraging existing mental models, we can create superior user experiences in which the users can focus on their tasks rather than on learning new models. When making changes, minimize discord by empowering users to continue using a fami...
• the less mental energy users have to spend learning an interface, the more they can dedicate to achieving their objectives.
• One of the primary ways designers can remove friction is by leveraging common design patterns and conventions in strategic areas such as page structure, workflows, navigation, and placement of expected elements such as search.