Problem
People cannot use a service they cannot find.
Action
Place the service where people naturally expect to find it.
Outcome
People reach the service more easily.
Chapter: Be easy to find
Problem
People hesitate when they do not understand what a service does.
Action
Describe the service purpose in plain language.
Outcome
People know whether the service meets their needs.
Chapter: Clearly explain its purpose
Problem
Unexpected steps reduce confidence in the service.
Action
Explain the process, requirements, and expected results before people start.
Outcome
People begin the service with confidence.
Chapter: Set a user’s expectations of the service
Problem
People fail when the service gets in the way of their goal.
Action
Keep every step focused on helping users complete their intended outcome.
Outcome
More people complete the service successfully.
Chapter: Enable each user to complete the outcome they set out to do
Problem
Unfamiliar designs make simple tasks harder.
Action
Use patterns and behaviors that people already recognize.
Outcome
People learn the service more quickly.
Chapter: Work in a way that is familiar
Problem
Assumed knowledge creates barriers for new users.
Action
Provide all necessary guidance within the service.
Outcome
People succeed without prior knowledge.
Chapter: Require no prior knowledge to use
Problem
Internal organizational structures make tasks harder to complete.
Action
Present the service according to user tasks rather than departments.
Outcome
People complete tasks without understanding the organization.
Chapter: Be agnostic of organisational structures
Problem
Extra steps increase effort and delay completion.
Action
Keep only the steps required to complete the task.
Outcome
People finish the service more efficiently.
Chapter: Require the minimum possible steps to complete
Problem
Inconsistent patterns cause confusion and mistakes.
Action
Use the same language, layout, and interactions throughout the service.
Outcome
People complete tasks with greater confidence.
Chapter: Be consistent throughout
Problem
Dead ends prevent people from finishing their tasks.
Action
Offer a clear path forward from every point in the service.
Outcome
People recover from problems and continue.
Chapter: Have no dead ends
Problem
Poor accessibility prevents some people from using the service.
Action
Make every part of the service usable by people with different abilities and needs.
Outcome
More people can complete the service independently.
Chapter: Be usable by everyone, equally
Problem
Poor design encourages unhelpful behavior.
Action
Design the service so the preferred action requires the least effort.
Outcome
People make better choices more often.
Chapter: Encourage the right behaviours from users and service providers
Problem
Changing needs reduce the value of outdated services.
Action
Update the service as soon as important needs change.
Outcome
The service remains useful over time.
Chapter: Quickly respond to change
Problem
Unexplained decisions reduce trust.
Action
Clearly explain the reason for each important decision.
Outcome
People better understand and accept the result.
Chapter: Clearly explain why a decision has been made
Problem
Some problems cannot be solved through self-service.
Action
Provide a simple way to contact someone for help.
Outcome
People resolve difficult problems more successfully.
Chapter: Make it easy to get human assistance