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This second edition of Designing the Obvious explains why and how to design applications that are so easy to use that people attribute their ability to use them effectively to pure common sense.
We need
Make decisions based not on whim, but on strategy
Build only what's absolutely necessary
Quickly turn beginning users into intermediates
Prevent errors when possible and gracefully handle those we cannot prevent
Reduce and refine task flows to make the complex clear
Design not for users, but for their situations
Be persuasive by helping users make decisions that align with their needs
Ignore the demands of users and stick to a vision (gasp!)
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