Usability

“You cannot not communicate. Every behaviour is a kind of communication. Because behaviour does not have a counterpart (there is no anti-behaviour), it is not possible not tocommunicate.”—Paul Watzlawick’s First Axiom of Communication
This is the first rule of UX. Everything a designer does affects the user experience. From the purposeful addition ofa design element to the negligent omission of crucial messaging, every decision is molding the future of the people we design for.
The user experience is made up of all theinteractions a person has with your brand, company, or organization. This may include interactions with your software, your web site, your call center, an advertisement, with asticker on someone else’s computer, with a mobile application, with your Twitter account, with you over email, maybe even face-to-face. The sum total of these interactions over timeis the user experience.
Web designers, traditionally secure in the role of page creators, now have a wider purview. The landscape on which people experience our design is widerthan ever before. Thus, we must adapt our ways to include all aspects of experience.

Solve Existing Problems
In our attempt to create amazing user experiences, we often wantto push the envelope, to create something new, to show people a bright new future. But too often we fall into the novelty trap. The novelty trap is when, in an attempt to dazzleour clients and our users, we focus too much on the new and not enough on the now.
To create great user experiences we need to focus on the now. In reality the problems of ourusers are painfully mundane and often obvious. It is our task to ease this pain, and in doing so we might not invent some amazing new thing, but that’s OK. Success is incremental.