4. Consistency
Voice: • labels and terms should be the same throughout
● Content and imagery- photos, illustrations,and icons
● All have a stable and consistent style
5. Visability
● Lead the user through an interaction
● Guide them through a series of tasks
● Indicate what possible actions are available to them
● Communicate the context of the situation
6. Viability
Click & tap: people will attempt interaction with anything that could possibly be
clickable or touchable!
9. Predictability
“The sense of comfort that is created as a result is a critical factor in keeping
people on the site, fully engaged and moving forward.
11. Feedback
Communicates the results of any interaction, making it visible and
understandable. Its job is to give the user a signal that they (or the product!) have
succeeded or failed at performing a task.