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Dont make me Think RevisitedA Common Sense approach to Web UsabilityCopyright o 2014 Steve KrugNew riderswww.newniders.comToreporterrorspleasesendanotetoerrata@peachpit.comNew riders is an imprint of peachpit a division of pearson educationEditor: Elisabeth bayleProject editor: Nancy DavisProduction editor: lisa braziealCopy Editor Barbara FlanaganInterior Design and Composition: Romney LangeIllustrations by mark Matcha and Mimi HeftFarnhamfontsprovidedbyTheFontbureauInc.(www.fontbureau.comNotice of RightsAll rights reserved No part of this book may be reproduced or transmitted inany form by any means, electronic, mechanical, photocopying, recording, orotherwise, without the prior written permission of the publisher. Forinformation on getting permission for reprints and excerpts, contactpermissions@peachpit.comNotice of liabilityThe information in this book is distributed on an " as is basis withoutwarranty. whilile every precaution has been taken in the preparation of thebook, neither the author nor Peachpit shall have any liability to any person orentity with respect to any loss or damage caused or alleged to be causeddirectly or indirectly by the instructions contained in this book or by thecomputer software and hardware products described in ittrademarksIts not rocket surgery is a trademark of Steve krugMany of the designations used by manufacturers and sellers to distinguishtheir products are claimed as trademarks. Where those designations appear inthis book, and peachpit was aware of a trademark claim, the designationsappear as requested by the owner of the trademark. all other product namesand services identified throughout this book are used in editorial fashion onlyand for the benefit of such companies with no intention of infringement of thetrademark. No such use, or the use of any trade name, is intended to conveyendorsement or other affiliation with this bookISBN-13:978-0-32196551-6ISBN-10:0-321-96551-5987654321Printed and bound in the united states of americaFirst editionTo my father, who always wanted me to write a book,My mother, who always made me feel like I couldMelanie, who married me-the greatest stroke of good fortune of my lifeand my son, Harry, who will surely write books much better than this onewhenever he wants toSecond editionTo my big brother, Phil, who was a mensch his whole lifeThird editionTo all the peoplefrom all parts of the world--who have been so nice aboutthis book for fourteen years. Your kind words--in person, in email, and inyour blogs-have been one of the great joys of my lifeEspecially the woman who said it made her laugh so hard that milk came outheof her noseContentsPREFACE About this editionINTRODUCTION Read me firstThroat clearing and disclaimersGUIDING PRINCIPLESCHAPTER 1 Dont make me think!Krug's First Law of usabilityCHAPTER 2 How we really use the webScanning, satisficing, and muddling throughCHAPTER 3. Billboard Design 101Designing for scanning, not readingCHAPTER 4. AnimaL, Vegetable, or Mineral?Why users like mindless choicesCHAPTER 5 Omitneedless wordsThe art of not writing for the WebTHINGS YOU NEED TO GET RIGHTCHAPTER 6.Street signs and BreadcrumbsDesigning navigationCHAPTER Z The Big Bang Theory of Web DesignThe importance of getting people off on the right footMAKING SURE YOU GOT THEM RIGHTCHAPTER 8 The farmer and the cowman should be friends>Why most arguments about usability are a waste of time, and how toavoid themChAPTER 9. USability testing on 10 cents a dayKeeping testing simple--so you do enough of itLARGER CONCERNS AND OUTSIDE INFLUENCESCHAPTER 10 MObile: It's not just a city in Alabama anymoreWelcome to the 21st Century. You may experience a slight sense ofvertigoCHAPTER 11 Usability as common courtesyWhy your Web site should be a menschCHAPTER 12.Accessibility and youJust when you think you re done, a cat floats by with buttered toaststrapped to its backCHAPTER 13 Guide for the perplexedMaking usability happen where you liveAcknowledgmentsIndexPreface: about this editionPeople come and go so quickly here!DOROTHY GALE JUDY GARLAND) IN THE WIZARD OF OZ (1939)I wrote the first edition of don 't make me think back in 2000By 2002, I began to get a few emails a year from readers asking(verypolitely) if I'd thought about updating it. Not complaining, just trying to behelpful. "a lot of the examples are out of date " was the usual commentMy standard response was to point out that since i wrote it right around thetime the internet bubble burst many of the sites i used as examples hadalready disappeared by the time it was published But I didn't think that madethe examples any less clear.Finally, in 2006 I had a strong personal incentive to update it. But as I rereadit to see what I should change, I just kept thinking "This is all still true> Ireally couldn 't find much of anything that i thought should be changedHalf of the royalties for the book were going to a company that no longer existed, and doing anew edition meant a new contractand twice the royalties-for meIf it was a new edition, though, something had to be different. So I addedthree chapters that i didn 't have time to finish back in 2000, hit the snoozebutton, and happily pulled the covers back over my head for another sevenyearsSteve KrugA Common Sense Approach to Web UsabilityFOREWORD BY ROGER BLACK2000Steve KrugTHINKA Common Sense Approach to Web UsabilitySECOND EDITION2006WRiting is really hard for me, and I' m always happy to have a reason not todo it. Give me a good old root canal over writing any daySo why now finally a new edition? Two reasons#1。Let’ s face it: It's oldThere's no doubt about it at this point: It feels dated. After all, it's thirteenyears old, which is like a hundred years in Internet time. (See? Nobody evensays things like "in Internet time anymoreMost of the web pages i used for examples, like Senator Orrin Hatch'scampaign site for the 2000 election look really old-fashioned nowSites these days tend to look a lot more sophisticated, as you might expectPRENIDEN'TWWw.\TOCiThe Republicans:A New Hampshire ForumTheDec 2DebateThe first akeahddye GoP debye tesThursday heats up the polt cal style wars aSenator Hatch fights to keep substance nCampaign 2000. EVLL STORYThe Experienced CandidateLw警mHatch Campaign 2000Be ne oice That Matters!Click here to CONTRIBUTECAMPAIGN NEWSlIVESCONTIRIHIUTOR LINTsCOILINKS)LUN TEEILThieR ar4每MCICK2cpM(. Dis Hach Pre的d时Ceme,ntP0.00多』LC,UT0403nTERNET AND N TwoRx saunaSwww.orrinhatch.com1999