1. A constancy and standards. Watch that the same name, the situation or action always meant same:
Links should be allocated by underlining;
Menu options in all shop always are in the same constant order.
2. Control and freedom. Let the user feels that he can’t be mistaken anywhere:
At filling of forms always it is possible for one click to return on a step back;
The goods can be removed from a basket easily.
3. A transparency of a condition of system. Show to the user a condition of certain functions:
On flesh-sites show loading degree that the user could estimate, what is the time remains to a total load;
The user at first sight can define, for example, whether he has entered into system, whether there are certain goods.
4. Conformity of system and the real world. Speak with the user with clear language:
By means of corresponding functions of viewing make possible searching of the goods in various categories;
The goods which have seemed to the user interesting, but he yet hasn’t solved, whether he will buy, can be kept in special “notebook”.
5. To learn instead of to remember. Accurately visualize objects, actions and options. The user should remember nothing. Track that it was easily possible to find guides to action and the help:
In a basket for purchases besides the data about the goods give its image. Thus the buyer sees at once the maintenance of the basket, he shouldn’t read the description in addition.
6. Flexibility and efficiency: See to it about that both skilled, and inexperienced, both new, and old clients could find for themselves convenient conditions of service:
Inexperienced clients can make the order without registration procedure;
To old clients offer the personalized starting page on which they can collect their interesting information.
7. Minimalism and clearness: Try to reduce quantity of the information to really important minimum, watch that all terms were clear:
Fields for filling have clear names. The user understands at once what data and where he should bring;
The similar information and options are grouped together.
8. Avoid errors. Eliminate sources of errors or at least distinguish them during dialogue. Interfere with erroneous purchases, giving as much as possible information before purchase:
The actions bearing behind self serious consequences, demand acknowledgement;
Accurate instructions before filling interfere with erroneous data input.
9. Support in recognition of errors – diagnostics and elimination. Formulate an error message clear language and offer the decision:
For example, the error message will sound wrong: Incorrect input. It is better to write – Enter date in format.
At wrong data input in the data card the entry field at once is marked and the help is given how to enter the data correctly.
10. The help and the documentation. If with a site it is impossible to cooperate unaided, make so that it could be found easily and that helps were in the form of concrete steps proceeding from a context.
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