People have to want to change before there's any chance of helping them do so.

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.

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.

Three Tips: Simplify, Simplify, Simplify.

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

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