Score the experience, not the decoration.

Clarity

Can a new visitor explain the page’s purpose and primary action in a few seconds?

Clarity

Do headings, spacing and action styles create an obvious reading order?

Clarity

Do familiar controls use familiar labels and behaviour?

Trust

Are important claims supported by specific proof, demonstration or source?

Trust

Does the interface explain what will happen before a commitment?

Accessibility

Are text, controls and essential states readable against their real backgrounds?

Accessibility

Can every interactive task be completed with a keyboard and visible focus?

Accessibility

Are touch and pointer targets comfortably sized and separated?

Recovery

Does the interface clearly acknowledge loading, saving, success and failure?

Recovery

Can people cancel, undo or recover from foreseeable mistakes?