When in doubt, apologize. Sometimes you can’t help it: You just don’t have the ability or resources to do what the user wants. If you can’t do what they want, at least let them know that you know you’re inconveniencing them.

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Don’t make me think

Being an expert in online usability Krug gathered his experience in a wonderful book. This summary of key thoughts will help you to remember most important principles and laws.

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