Don’t Make Me Think, Revisited – Comprehensive Study Notes

Author: Steve Krug, usability consultant; book editions 2000, 2006, 2013 (Revisited & Mobile)
Two main reasons for new edition:
- Examples feel dated; Internet time accelerates obsolescence
- Landscape changed via technology (smartphones, always-connected), Web sophistication, and UX mainstreaming
Book goals unchanged: teach common-sense web (and now mobile) usability; core principle: usability is about people, not tech
Target readers: anyone who designs/builds digital products—particularly those without budget for professional UX help
Style: concise, practical, humorous; “It’s not rocket surgery™”

A page should be self-evident/self-explanatory; users should ‘get it’ instantly
Thought balloons: want ✔ (“there’s the ___”) not ?
Cognitive load from unclear naming, ambiguous links, non-obvious clickables erodes confidence
Goal hierarchy: self-evident > self-explanatory > at minimum quickly understandable

FACT 1: We scan, we don’t read; look for trigger words, patterns, hardwired cues (“Free”, own name)
FACT 2: We satisfice – pick first reasonable option rather than optimal; influenced by time pressure, low cost of Back button
FACT 3: We muddle through – use tech without understanding; form mistaken mental models but still complete tasks
Implication: design billboards—fast, glanceable comprehension

Leverage conventions e.g., logo top-left, cart icon
Craft clear visual hierarchy: prominence = importance; grouping; nesting
Divide page into clear areas; supports "$25,000 Pyramid" mental labeling
Obvious clickability via shape, color, placement; cursor change absent on touch
Minimize visual noise (shouting, clutter, disorganization); apply “presumed guilty until proven innocent” pruning
Format text for scanning:
- Informative headings (distinct levels, attached to following text)
- Short paragraphs
- Bulleted lists
- Highlight keywords sparingly

Number of clicks less critical than effortless, unambiguous clicks (Three mindless = one thoughtful)
Danger examples: cryptic category names, login/member confusion, forms with hard questions
Provide just-in-time help: brief, timely, unavoidable (London curb “LOOK RIGHT”)

Remove 50 % of words, then half again
Kill “happy talk” & mission-statement fluff
Minimize instructions; strive for self-evident UI; if needed, concise placement near action

Purposes: locate, orient, reveal content, instruct, build trust
Persistent navigation (global): Site ID, Sections (primary nav), Utilities, Search, Home link
Secondary/tertiary nav often neglected; design all levels early
Page names: every page needs clear, prominent, matches link
Location cues: highlight current section; breadcrumbs (Home > Section > Sub)
Tabs: self-evident, require pop-to-front illusion (contrast + connection)
Trunk Test: Print page, arm’s-length; circle Site ID, Page name, Sections, Local nav, ‘You are here’, Search

Must juggle many jobs: identity, mission, hierarchy overview, search, teases/promos, timely content, deals, shortcuts, registration, credibility
First few seconds critical (50 ms impression study)
Convey 4 questions instantly: What site? What page/section? What can I do here? Why should I be here (value prop)?
Tools: Tagline (unique, 6–8 words), Welcome blurb, Learn-more video
Provide obvious starting points (Search, Browse, Key tasks)
Resist killing golden-goose: limit promos; avoid tragedy-of-the-commons clutter

Internal arguments stem from personal bias, role perspectives (design vs dev vs marketing), myth of Average User
Solution: usability testing; shifts from opinions to evidence

Any team should test 1 morning/month, 3 users, DIY
Testing > focus groups (observe doing vs talking)
Recruit loosely; grade on curve; focus on key tasks; facilitator prompts think-aloud; observers list top issues
Debrief lunch: prioritize top 10 problems, assign fixes; focus on most serious
Mobile/remote/unmoderated options (e.g., UserTesting.com)

Constraints (small screens) create new trade-offs; must prioritize yet offer full capability
Responsive/Adaptive design challenging; avoid hiding affordances; loss of hover & cursor; flat design reduces visual cues
Apps require: Delight (emotional appeal), Learnability (onboarding, clear gestures), Memorability (re-use without re-learning)
Mobile testing logistics: show screen + fingers (camera rigs e.g., Brundlefly), share/record sessions; attach camera for natural holding

Each hurdle lowers user goodwill; too low ⇒ abandon or bad word-of-mouth
Things that drain: hidden info (fees, support #), hard data entry rules, excess sizzle, amateur look
Things that fill: transparency, saving steps, FAQs, printer-friendly pages, apology when necessary

Accessibility = usability for people with disabilities; essential, ethical, increasingly legal
Common dev fears: extra work, compromised design; reality: fix universal usability first, then address low-hanging fruit
Four actions:
- Fix general usability issues
- Read Theofanos & Redish study on screen-reader users
- Read a comprehensive accessibility book (e.g., Horton & Quesenbery)
- Implement basics: alt text, semantic headings, labeled forms, skip-links, keyboard access, good contrast, accessible templates

UX umbrella now wide (IA, IxD, usability, visual, content); still about learning & serving users
Tactics to win support:
- Invite bosses to observe a test (live impact)
- Run first test on own time/resources; quick win
- Test competitors (safe, revealing)
- Empathize with management; frame benefits in business terms
- Use resources: Sharon’s “It’s Our Research”, Buley’s “UX Team of One”
Resist dark forces: use UX to serve users, not manipulate (deceptive patterns)

Rocket Surgery Made Easy (Krug) – DIY testing guide
WebAIM.org – practical accessibility how-tos
Cost-Justifying Usability (Bias & Mayhew) – ROI cases
Cialdini’s “Influence”, Weinschenk’s neuropsych books – persuasion vs manipulation

Mall/store navigation, $25K Pyramid, shark motion, sesame street billboard, buttered-cat paradox, Calvin & Hobbes color gag
London curb “LOOK RIGHT” as micro-UX tip
CBS News mobile multi-page story as poor trade-off; Clear & ASketch apps as learnability/memorability challenges

Advanced Common Sense; usability = common sense made obvious
“It’s not rocket surgery™”: Small, continuous tests + clear design choices = big impact