People are always going to forget.

You’re most at risk of losing your customer right after a reward is reached.

Use a story if you want people to make a causal leap.

Use stories as much as you can, even for what you think is factual information.

Evaluate the loads of an existing product to see if you should reduce one or more of the loads to make it easier to use.

Provide ample contrast between foreground and background. Black text on a white background is the most readable.

Eliminate memory load whenever possible. Many user interface design guidelines and interface features have evolved over the years to mitigate issues with human memory.

Avoid forcing people to multitask. It is difficult for them to do two things at once, for example, have a conversation with a customer while filling out a form on a computer or tablet device. If people must multitask, pay particular attention to the usability of the form.

If you’re trying to design for, or induce, a flow state (for example, you are a game designer): • Give people control over their actions during the activity. • Break up the difficulty into stages. People need to feel that the current goal is challenging, yet achievable. • Give constant feedback. • Minimize distractions.