1. Reduce choices at every decision point
More choices means longer to decide and more likely to do nothing. Every page should have one primary CTA. If everything is equal weight, nothing stands out.
2. Use visual hierarchy to guide the eye
Users scan, not read. Create a clear path: headline to subheadline to key visual to CTA. Size, weight and contrast are your tools.
3. Make loading feel fast even when it is not
Skeleton screens, progress indicators and optimistic UI updates all reduce perceived wait time significantly.
4. Friction is a tool not just an enemy
Use friction deliberately. A confirmation before a destructive action is good friction. The principle is friction only where it serves the user.
5. Test on your worst-case user
Watch someone unfamiliar with your product try to complete a task. Where they hesitate is your design roadmap.
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