Users have models in their head about the way the world works. Don’t design according to your database or programming limitations, but according to how the user thinks about things.
Every cool feature idea inevitably adds complexity to the app. Strip the app, the screens and even the elements within each screen to their essence. Good design is more about saying no to good ideas than it is about generating them.
Users are lazy. They don’t want to read instructions and they hate typing. The best apps figure out the absolute minimum the user needs to do for the app to function.
Consider UI Conventions
Users have certain expectations about how the UI on their devices should behave based on the conventions they see in the operating system and the primary apps they use every day. Pay attention to the UI guidelines (iOS Human Interface Guidelines, Android User Interface Guidelines) and be sure to understand a convention before ignoring it.
Don’t let eye scanning and focus groups intimidate you. Do whatever you can! Most basic usability problems surface by simply getting the interface in front of some potential users. Ask a few questions (“what do you think this app does? How might you do X task?”), and watch them. Do it early and often throughout the entire design and development process.
Beautiful apps sell better, are more enjoyable to use and feel more valuable than bland apps. Though beauty can be found in rich gradients, textures and shadows, strive for the subtler attributes of elegance, readability and tasteful layout. Use skeuomorphism (UI that mimics physical objects) only where it enriches the experience and doesn’t distract from it. If you’re unfamiliar with basic graphic design principles, The Non-Designer’s Design Book by Robin Williams is a great place to start.
Touch Is Magic
Apple’s engineers don’t stop working until their products feel right. It’s why the first iPhone’s bouncy scrolling “scrolls like butter.” If an object doesn’t respond immediately to the touch, it reminds you that you are using a computer and not actually directly manipulating the object.
Gestures can provide a powerful connection between the interface and the user but can also be frustratingly undiscoverable if not implemented correctly. Experiment with new interactions and don’t stop working until every interaction, transition and metaphor makes sense and feels right.
Don’t Neglect Your Icon
The icon is most people’s first impression of your app. It also occupies a space on users’ precious home screen. The best icons are simple but memorable; they stand out without being garish. The icon should look beautiful at large sizes, yet iconic enough to be recognized within an app folder on the home screen.
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