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Once you know your users and can share that knowledge in a way that is actionable, it is significantly easier to design for them instead of designing for yourself.
Ziv Yaar • User is Always Right, The: A Practical Guide to Creating and Using Personas for the Web
(the usability isn't there).
Marty Cagan • INSPIRED: How to Create Tech Products Customers Love (Silicon Valley Product Group)
Design the page around the visitor’s task and the conversion action.
Maura Ginty • Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
Usability testing is typically the most mature and straightforward form of discovery testing,
Marty Cagan • INSPIRED: How to Create Tech Products Customers Love (Silicon Valley Product Group)
And the worst thing about the myth of the Average User is that it reinforces the idea that good Web design is largely a matter of figuring out what people like.
Steve Krug • Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability (Voices That Matter)
Remove all body text and just look at headings. Does the page work when just reading the headings?
Ben Hunt • Convert!: Designing Web Sites to Increase Traffic and Conversion
The name of the page will match the words I clicked to get there. In other words, if I click on a link or button that says “Hot mashed potatoes,” the site will take me to a page named “Hot mashed potatoes.” It may seem trivial, but it’s actually a crucial agreement.