ux-heuristics

# 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](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 clicking.

**Key insights:**
- Each click should be painless, obvious, and confidence-building
- Three mindless clicks beat one click that requires deliberation
- Shallow nav with clear labels beats deep nav with vague ones

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| **Checkout flows** | Make each step obvious | Clear step indicators with descriptive labels |
| **Settings** | Clear categories over flat lists | "Account > Security > Change password" (3 confident clicks) |
| **Onboarding** | Small, clear steps | Wizard with one clear action per step |

**Copy patterns:**
- Progress indicators: "Step 2 of 4: Shipping details"
- 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:** Never use extra steps to bury cancellation flows — every click should move users toward their goal, not away from it.

### 3. Get Rid of Half the Words

**Core concept:** Remove half the words on each page, then half of what's left. Brevity makes useful content prominent and respects the user's time.

**Why it works:** Users scan — every unnecessary word competes with the words that matter.

**Key insights:**
- Happy-talk ("Welcome to our website!") wastes space
- Instructions nobody reads should be removed
- "Please" and "Kindly" and polite fluff add noise
- Shorter pages mean less scrolling and faster scanning

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| **Landing pages** | Cut welcome copy, lead with value | Remove "Welcome to..." paragraphs |
| **Error messages** | State problem and fix, nothing more | "Password too short (min 8 chars)" |
| **Empty states** | Action-oriented, minimal | "No results. Try a different search." |

**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 omit critical information — concise disclosures for pricing, terms, and data usage are a user right.

### 4. The Trunk Test

**Core concept:** Drop a user on any random page (like being released from a car trunk at a random spot) — they should instantly answer: What site is this? What page? What are the major sections? What are my options? Where am I in the hierarchy? Where's search?

**Why it works:** Good navigation gives constant orientation. Users who can't tell where they are feel lost and leave.

**Key insights:**
- Site ID (logo) and page name must be visible at all times
- Major sections and local options must be evident
- Breadcrumbs show position in the hierarchy
- Search must be findable on every page

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| **Global nav** | Persistent site ID and sections | Logo top-left, main nav always visible |
| **Page headers** | Clear, descriptive titles | "Running Shoes - Men's" not just "Products" |
| **Breadcrumbs** | Hierarchy on all inner pages | "Home > Products > Shoes > Running" |

**Copy patterns:**
- Page titles that match the link the user clicked
- "You are here" indicators (highlighted nav item, bold breadcrumb)
- Section headin