At a glance, the brain is processing possible answers to these questions;
What does it do?
How well does do that?
How hard is this to use?
What is the cost to me?
COMMUNICATE VALUE, MEET EXPECTATION
Rapidly establish the value proposition in the user's mind
Match the user’s expectations.
Provide immediate value to the user.
Introduce new information and enable action at the most relevant, most appropriate points in the experience adds positively to the cumulative experience over time.
Deliver proof that the person is moving closer to achieving their objective, leading them toward continuing the experience.
Reward the user for reaching their goal.
COMMUNICATION CHECKLIST
Focus on how your visual design choices work, not how they look.
Is what’s on the screen in line with what we said we were trying to accomplish strategically?
Does the design help the user understand the options available?
Does the design help the user understand how things relate to each other?
Does the UI provide clear guidance as to what actions can be taken?
Does the UI provide clear guidance as to what the user is supposed to do next?
Does the UI hint at what might happen after the user acts?