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10 cards from this deck
Simple, understandable, purposeful, useful, consistent, beautiful
Avoid unnecessary elements, flashy animations, complex layouts
Clear language, logical navigation, intuitive design patterns
Every page has clear reason; choices support that goal
Smooth navigation, quick loads, easy task completion
Colours, fonts, button styles, navigation placement
Users judge credibility & quality by appearance within seconds
Both quality info & thoughtful design needed for success
Users have goals; extra features distract & slow them down
Within seconds of arriving, based on appearance
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