Three Tips: Simplify, Simplify, Simplify.

Inadequate use of usability engineering methods in software development projects have been estimated to cost the US economy about $30 billion per year in lost productivity.

Users are not designers.

In the attention economy, anyone trying to connect with an audience must treat the user's time as the ultimate resource.

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.

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

What we learned is money doesn't grow on trees.