Design idea: "Don't let me think" design

Many years ago I saw the first edition of Don T made me think, and the second edition was on the shelf for a long time, and the two geniuses turned it over. Restudying, the notes are as follows:

2. The more time a thing needs to be invested (or what it looks like), the less likely it will be to use it in the future.
4. The first law of usability: Don't let me think.
6. The first fact we use the web is that we are not reading, but scanning, and are generally concerned with the words and phrases "related to the task at hand" or "current or next personal interest" or "long-term interest, such as free, beautiful, etc." (Old Deng Note: So, don't always think of a big part of the home page boast words, it is narcissism)
8. The second fact we use the Web: We don't make the best choice, we're satisfied.
10. We use the third fact of the Web: we do not get to the bottom of the story, but to deal with, very few people spend time reading the manual, we always rashly forward to cope with, once found that a method can be used, even if it is difficult to use, also do not want to take the initiative to find another It's not that the site is so important to you. (Old Deng Note: So, don't always think of using Flash to make a "booking process description", that is unrequited love).
12. One of the biggest reasons for making a page difficult to understand is visual noise, which can be assumed to be noise until it is proven that it is not.
14. Most of the text on most pages is just a place, because no one is going to read them. But they are there, so they hint that you might want to read them, which often makes the page look more difficult. Removing text that no one reads can reduce page noise, making useful content more prominent and people more willing to read. (Lao Deng Note: This is the design often said "less is more", add text when the need to ask a rhetorical question "is to give the customer to see or just to establish this as a proof for the back and customer theory?" The P34 page has a very good streamlining case, with a reduced margin of 60%.
16. If you want to provide me with the option to adjust the scope of the search, provide it to me when it's useful--when I get to the search results page and find that there are too many results to search for all of the content, then you need to narrow down the search.
18. The tragedy of the shared area (the tragedy of the Commons). Any shared resources (a shared area) will be compromised by overuse. (Lao Deng Note: This is the home page why more and more ads, the content of more and more chaotic reasons)
20. Learn from focus groups that you should know before you design a site, and don't confuse focus groups with usability testing. See P100 page for a detailed distinction.
22. Each round of usability testing tests only three users to ensure that the next round is carried out as soon as possible, with a few more rounds. It doesn't matter who the test object is, for most websites, you just have to know the basics of the Internet.
24. Recommended screen recording software Camtasia, it is TechSmith Company's product, and snagit out of the same company. It only takes 300 dollars. A further 1000 dollars could buy another product from the company Morae, which allows the viewer to see the real test on another computer.
26. There are two parts of the test: Understanding the test to see if the user understands the site, and task testing to see how the user accomplishes some tasks.
28. The p109-p113 page is an example of a user test dialog that is well worth reading.
30. P115 page, about kayak (kayaking) issues. The kayak problem always exists because there is always no simple solution, such as "Hong Kong, Macao Hotel" should be placed in the "domestic hotel" or "International Hotel", maybe we will feel put into two categories. The author's suggestion is that a project preferably exists only in one place, and other locations are marked with links "see ...".
32. To resist the urge to add. When it is clear from the test that people do not understand something, most people's first reaction is to add something, such as some notes or instructions. The right solution is often to get rid of some confusing content, rather than to add other distractions.
34. Hide customer service phone, freight, price information, will reduce customer goodwill. The idea of hiding a phone is to want the user to not call, which usually lowers the user's liking, and they are more annoyed when they find the number and dial it. On the other hand, if the phone is easy to see, they know that they can make a call when they need it, which will allow people to stay on the site longer and increase their chances of solving the problem themselves.
36. People like to comment on the appearance of the site, but few people leave because they think it's not good enough. (Lao Deng Note: However, according to the "emotional design", more pleasing to the Web site, can increase user tolerance, so that users are more willing to explore)
38. Asking users for unnecessary information can have three consequences: you get fewer forms, you often get no real data, and your site's image drops.