7 rules of User Interaction

1. Does it make me think?

Unless you are posting a question, or a puzzle, to entertain or challenge your users, do not make them think. When you are creating a site, your job is to get rid of the question marks. Every question mark adds to cognitive load - distracting attention from the information you want your users to imbibe. 

2. If it looks like it clicks, make it click! 

Any button or URL - make sure they click. If they don't, find another way to display that content. 

3. You are creating a hoarding. 

Most people scroll through sites very swiftly, almost like driving past a hoarding. Don't project your behaviour on to your users. You might find your product very interesting. They are scanning for images or key words; format your content to support scanning. 

Why?

People have a goal to achieve, quickly. It's called surfing the net - skimming the surface - not diving the net. 

4. Fewer choices the better.

We usually click on the first thing that seems like it might take us to where we want to go. We often don't read all the options and choose what's best for us. 

Why? 

• We are usually in a hurry and don't focus entirely.
• If we guess wrong, so what? We just go back. 
• Guessing is fun! Who reads product manuals?!

5. Design for dummies.

• Take advantage of conventions - logo on the top left hand side, for example
• Create an effective visual hierarchy 
• Break pages into clearly defined areas
• Eliminate distractions - the blinking, the popping, the scrolling

6. Who are you? 

The homepage has to tell me what the site is and what it's for. Be:

• Brief (smallest amount of information)
• Timely (placed so I encounter it exactly when I need it)
• Unavoidable (formatted in such a way that ensures I'll notice it)

7. Scientifically crafted

Why is data driven User Interaction important?

• There's a much greater chance that your users will find what they're looking for - better for them and for you!
• There's a greater probability that they'll understand the full range of what your site has to offer, and not just the parts they happen to stumble across
• You're more likely to steer them towards the parts of your site that you need them to see.
• This is perhaps the most important part of creating a user interface - a scientifically created user interface creates positive emotions. Users will feel smarter and more in control when using  your site - this positive reinforcement will bring them back for more.