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Chapter-1

Don't Make Me Think

Krug’s First Law Of Usability

Summary

Chapter 1 introduces the fundamental principle of web usability: “Don’t Make Me Think!” This means web pages should be self-evident and obvious, requiring zero mental effort from users. When users encounter confusing navigation, unclear labels, or ambiguous choices, cognitive load increases and usability suffers.

The key is to eliminate question marks over users’ heads by using clear names, intuitive navigation, and familiar conventions. Number of clicks matters less than ensuring each click is a mindless, unambiguous choice.

Ultimately, successful web design means organizing information based on how users think, not how companies are structured, and constantly testing with real users to identify and eliminate sources of confusion.

key Points

The First Law of Usability

  • Don’t make me think! – This is the fundamental principle of web usability
  • Users should be able to understand what to do on a web page without having to think about it
  • If you can’t make something self-evident, make it self-explanatory

What Does 'Don't Make Me Think' Mean?

  • When looking at a web page, users should be able to “get it” instantly
  • Page should be obvious, self-evident, and require no mental effort
  •  Names should be clear and unambiguous
  • Navigation should be intuitive
  • Page structure should make sense
 

Why This Matters

  • People are always in a hurry when browsing the web
  • Users don’t have time to figure out complex interfaces
  • Every question mark that appears over a user’s head adds cognitive load
    “Cognitive load = mental effort required to use your site”
  • The more cognitive load, the less user-friendly your site becomes
 

Things That Make Us Think (Problems to Avoid)

  • Unclear or ambiguous names for links and buttons
    “Example: “Quick Links” vs. specific descriptive names”
  • Navigation that doesn’t clearly show where you are
  • Links and buttons that aren’t obviously clickable
  • Content that’s organized by how the company thinks, not how users think
  • Industry jargon or clever names instead of clear descriptions
 

The Overriding Principle

       “It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice”

  • Number of clicks is less important than the thought required for each click
  • Users prefer more clicks if each choice is obvious
  • Eliminate question marks over users’ heads
 

Key Takeaways

  • Design for scanning, not reading – users scan web pages quickly
  • Use conventional design patterns – users expect familiar interfaces
  • Test with real users – you are not your user
  • When in doubt, eliminate anything that might cause confusion
  • Remember: users have goals and are task-oriented

Practical Applications

  • Use clear, descriptive headings and subheadings
  • Make clickable elements obviously clickable
  • Keep navigation consistent across all pages
  • Use familiar web conventions (logo links to home, etc.)
  • Organize information based on user mental models, not company structure

  • Provide clear feedback for user actions

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