To design an easy-to-use interface, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior.

Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.

Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it.

Developing fewer features allows you to conserve development resources and spend more time refining those features that users really need. Fewer features mean fewer things to confuse users, less risk of user errors, less description and documentation, and therefore simpler Help content. Removing any one feature automatically increases the usability of the remaining ones.

...pay attention to what users do, not what they say.

The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.

On the Web, all advantages are temporary, and you must keep innovating to stay ahead