The usability tests we have conducted during the last year have shown an increasing reluctance among users to accept innovations in Web design. The prevailing attitude is to request designs that are similar to everything else people see on the Web.

Popularity is the product of two factors: (a) how compelling material you offer, and (b) how easy it is to access it. Host free pirated movies and users will flock to the site, even if it's difficult to use.

Clear content, simple navigation and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.

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

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

Good information architecture makes users less alienated and suppressed by technology. It simultaneously increases human satisfaction and your company's profits. Very few jobs allow you to do both at the same time, so enjoy.

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.