Define the user’s task
Set the page’s purpose before choosing colors or animation. Comparing services, sending a request, and reading an article need different journeys. Put the information needed for a decision before the main action.
Establish a reading order
Heading size, spacing, and contrast should reflect the importance of the content. One main message with a short explanation is often clearer than several competing statements. Scan the page without reading every sentence: its structure should still be apparent.
Design the interaction states
Include keyboard focus, errors, and submission status in the design. Error messages should explain how to fix the problem, and submission messages should reflect the actual result. Check the journey with touch and a keyboard.