Design your web based on user behavior research to design well. Your target audience may not be like you.
- Users are impatient and desire instant gratification.
- Users scan. Design with scannable layout (headings, categories, bullet lists, images, etc.) that fits eye sight trail.
- Users expend enough effort to satisfice. Design for minimal information and layout to accomplish user goal with minimum effort. Nothing more and nothing less.
- Users do not want to be challenged. Frictionless experience does not require thinking about how to use the website. Optimize design to be intuitive and familiar according to user behavior.