{"id":661,"date":"2026-03-02T16:26:13","date_gmt":"2026-03-02T16:26:13","guid":{"rendered":"https:\/\/blogs.imperial.ac.uk\/ict-success-stories\/?p=661"},"modified":"2026-03-02T16:26:36","modified_gmt":"2026-03-02T16:26:36","slug":"10-rules-of-thumb","status":"publish","type":"post","link":"https:\/\/blogs.imperial.ac.uk\/ict-success-stories\/2026\/03\/02\/10-rules-of-thumb\/","title":{"rendered":"10 &#8216;rules of thumb&#8217; to consider when evaluating the usability of a digital product"},"content":{"rendered":"<p><span data-contrast=\"auto\"><img loading=\"lazy\" decoding=\"async\" width=\"249\" height=\"201\" class=\"size-full wp-image-662 alignright\" src=\"http:\/\/blogs.imperial.ac.uk\/ict-success-stories\/files\/2026\/03\/Screenshot-2025-09-04-221726.png\" alt=\"Two people one shows a graph while the other gives a thumbs up gesture\" \/><strong>Cascade <!--StartFragment --><\/strong><span class=\"cf0\"><strong>Waddell<\/strong>, <!--StartFragment -->Product Operations Analyst at Imperial shares <strong>10 Usability Heuristics<\/strong> developed by Jakob Nielsen and Rolf Molich:<\/span><\/span><\/p>\n<p><span data-contrast=\"auto\">As a Product Operations Analyst with a UX design background, I regularly assess digital products against usability standards. To guide this assessment I rely on the <strong>10<\/strong> <span class=\"cf0\"><strong>Usability Heuristics<\/strong><\/span> <\/span><span data-contrast=\"auto\">to identify usability issues and opportunities for improvement of producst at Imperial. These 10 steps can also be used in all parts of the product lifecycle.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>Here are the 10 Heuristics made simple:<\/p>\n<p><b><span data-contrast=\"auto\">1.\u202f\u202f\u202f\u202f\u202f\u202fVisibility of system status\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The user should always be aware of their current position in the system. This could be a confirmation message with a tick after completing an application or\u00a0an\u00a0order.\u202f It could also be a progress bar at the top of the screen.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">2.\u202f\u202f\u202f\u202f\u202f\u202fRecognition rather than recall\u202f\u202f\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The system should help the user to recall previously entered or commonly selected information. For example, a form field that suggests recent entries, so the user\u00a0doesn\u2019t\u00a0have to remember or retype data.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">3.\u202f\u202f\u202f\u202f\u202f\u202fHelp users recognise errors\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Errors should use clear, plain language with instructions so that a user can understand\u00a0it. For example: 404 \u00b7 Page not found &#8211; Return to the homepage<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">4.\u202f\u202f\u202f\u202f\u202f\u202fFlexibility and efficiency of use\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The system should adapt to the\u00a0user\u2019s\u00a0preferences so that they\u00a0don\u2019t\u00a0spend time recalibrating the system. For example: the system allows the user to hide widgets.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">5.\u202f\u202f\u202f\u202f\u202f\u202fAesthetic and minimalist design\u202f\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Interfaces\u00a0shouldn\u2019t\u00a0overwhelm the user with unnecessary information so that the user can focus on the primary task. For example: using a task centric layout.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">6.\u202f\u202f\u202f\u202f\u202f\u202fHelp and documentation\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Help content should be easy for the user to access and\u00a0should be\u00a0written\u00a0clearly. Ideally, it sits at the top of the screen or in a visible\u00a0and\u00a0predictable place.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">7.\u202f\u202f\u202f\u202f\u202f\u202fUser control and freedom\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The user should be able to undo actions, navigate back, save progress, and resume tasks when needed. For example, there is a back button to go back and change previously entered information.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">8.\u202f\u202f\u202f\u202f\u202f\u202fError prevention\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The system should prevent mistakes, such as blocking invalid inputs or give the user validation feedback. For example, showing an error if an email address is incorrectly entered.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">9.\u202f\u202f\u202f\u202f\u202f\u202fConsistency and standards\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Pages should look and behave consistently so the user\u00a0doesn\u2019t\u00a0need to relearn the interface on every screen.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">10.\u202f\u202fMatch between the system and the real world\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The system should use familiar language, icons, and concepts that reflect real-world experiences. For example, using a shopping basket icon to\u00a0represent\u00a0online orders helps users\u00a0immediately\u00a0understand what actions they have taken within the system. This alignment reduces confusion and makes the interface more intuitive.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">In\u00a0conclusion\u202f<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Using this framework consistently has helped ground assessments in defined heuristics rather than gut instinct. If\u00a0you\u2019re\u00a0looking for a strong starting point to evaluate an app or website, this framework is for you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Comment down below if\u00a0you\u2019ve\u00a0used this framework or any others to assess the usability of a website.\u202f<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Additional Reading<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.w3.org\/TR\/WCAG22\/\"><b><span data-contrast=\"none\">Web Content Accessibility Guidelines (WCAG) 2.2<\/span><\/b><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.nngroup.com\/articles\/how-to-conduct-a-heuristic-evaluation\/\"><b><span data-contrast=\"none\">Heuristic Evaluations: How to Conduct &#8211; NN\/G<\/span><\/b><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cascade Waddell, Product Operations Analyst at Imperial shares 10 Usability Heuristics developed by Jakob Nielsen and Rolf Molich: As a Product Operations Analyst with a UX design background, I regularly assess digital products against usability standards. To guide this assessment I rely on the 10 Usability Heuristics to identify usability issues and opportunities for improvement [&hellip;]<\/p>\n","protected":false},"author":526,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[317396,317625,317622],"tags":[],"class_list":["post-661","post","type-post","status-publish","format-standard","hentry","category-best-tech-talent","category-digital-products","category-digital-solutions"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>10 &#039;rules of thumb&#039; to consider when evaluating the usability of a digital product - Realising our digital ambitions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imperial.ac.uk\/ict-success-stories\/2026\/03\/02\/10-rules-of-thumb\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"10 &#039;rules of thumb&#039; to consider when evaluating the usability of a digital product - Realising our digital ambitions\" \/>\n<meta property=\"og:description\" content=\"Cascade Waddell, Product Operations Analyst at Imperial shares 10 Usability Heuristics developed by Jakob Nielsen and Rolf Molich: As a Product Operations Analyst with a UX design background, I regularly assess digital products against usability standards. 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