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.

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

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.

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.

Information Overload = "information pollution"

If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as much as customer complaints.