The Bar: UX Quality Principles

Below, you'll find a list of the minimum heuristic principles a design must satisfy to be, in my opinion, high quality. On my team, we use the table below as a checklist to define and protect scope. Designers draw with these in mind and then defend each one where necessary when the work goes into nurturing with engineering.

If you've ever designed a feature end-to-end, you know the cutting room floor is littered with 'fast follows' we rarely re-visit. In addition to clarifying where an imaginative designer should draw a reasonable boundary, this table acts as a checklist for cross-functional teams so even if they must leave one of these stones unturned, they do so mindfully and go into launch day with a good idea of where to listen for user signal.

Principle	Rationale	Example	Test Question
Visibility of System Status	The design should always keep users informed about what’s happening through clear, timely feedback.	Loading indicators, progress bars, and confirmation messages let users know that actions are being processed, which reduces anxiety and keeps users engaged.	Have we accounted for every critical system status in this experience? Have we omitted any that pose a risk to user trust and/or adoption?
Match Between System and Real World	The design should speak the users' language with familiar terms, icons, and concepts.	Using a trash can icon for a “delete” action or bag/cart icon for e-commerce checkout aligns with users' real-world associations and expectations.	Does any aspect of this experience feel at odds with how fans see the real world? Is there any internal language or concepts here we might need to further explain?
User Control and Freedom	Users should feel in control and be able to reverse or exit unwanted actions easily.	Providing "undo" and "redo" options, and including a clear “back” button in forms or wizards, lets users navigate the product without feeling trapped.	Have we accounted for all critical aspects of user control in this experience? Have we omitted any that pose a risk to user trust and/or adoption?
Consistency and Standards	Elements should behave the same across the app to reduce the cognitive load of learning how things work.	Keeping navigation in the same place across screens or using standardized icons, like a gear for settings, builds familiarity and trust with users.	Is this experience consistent with other relevant aspects of the app and/or brand experiences at large? Are we asking customers to re-learn anything within this experience?
Error Prevention	The design should aim to prevent errors before they happen by anticipating potential user mistakes.	Forms that auto-fill or auto-format dates, or warning prompts before irreversible actions, can prevent common user errors.	Have we accounted for all critical error or fail states in this experience? Are we increasing the chances of human error to reduce scope?
Recognition Over Recall	Minimize the need for users to remember information by making elements visible and accessible.	Providing dropdown menus instead of requiring users to type inputs, or showing recent searches, reduces cognitive strain and speeds up interactions.	Are we asking customers to memorize something our system should just be able to tell them?
Help Users Recognize, Diagnose, and Recover from Errors	When errors occur, error messages should be clear, concise, and suggest solutions.	Instead of saying, “Error 404,” a message that says, “Page not found – please check the URL or return to the homepage” helps users resolve the issue quickly.	Could I diagnose and resolve this error if I was looking at this experience for the first time?
Help and Documentation	Users should be able to access help or documentation when needed, but it should be designed so that it’s seldom necessary.	An app might include tooltips, an onboarding tutorial, or a searchable help center for users needing additional guidance.	Have we accounted for at least the minimum level of help/documentation and if not, what is the level of risk in deferring it?
Feedback and Reward Systems	Users benefit from positive reinforcement and feedback on actions they complete successfully.	Confirmation animations, notifications, or badges for completed tasks provide positive feedback, encouraging continued use and engagement.	Have we accounted for at least the minimal amount of feedback and reward systems in this experience? If we’re considering deferring it, what is the level risk associated?
Focus on the Primary User Goal (First-Order Priority)	The design should prioritize the user's main objective, streamlining their path to achieving it without unnecessary detours.	In a ride-hailing app, the primary focus should be booking a ride, with the interface simplifying this process over secondary actions like viewing past trips.	What is the primary user goal of this experience and is that clearly articulated through the design? Are we doing anything that could distract from the primary user goal?
Reduce Mental Load	Minimize the amount of mental effort required to use the product by simplifying complex tasks and keeping visual hierarchy clear.	Breaking down a long registration form into manageable steps helps prevent cognitive overload and improves user experience.	Are we adding to the mental load by cutting scope?