User moment
Start with the user moment, not the pixels
- The user is never just looking.
- They are trying to finish something under a real condition.
- Context changes what the screen must make obvious.
Quality lens
NewA new user needs orientation and plain language.
ReturningA returning user may need speed and recognition.
UncertainA worried user needs reassurance, cost, safety, or recovery.
RushedA rushed user needs fewer decisions and obvious next action.