Evolution instead of guidelines
Categorised under: Design & usability guidelines, Usability & user-centered design
Jared M. Spool writes about the dangers of usability guidelines. He highlights several well-known guidelines, and then compares them to the empirical research UIE has conducted.
The net result? Many guidelines which seemed obviously beneficial had no effect, while some actually reduced e-commerce sales. He ends the article by discussing how evolutionary changes can be used to explore different designs and approaches, while testing the results “in the field”.
James Robertson is the Managing Director of 