A general principle for all user interface design is to go through all of your design elements and remove them one at a time.

A general principle for all user interface design is to go through all of your design elements and remove them one at a time.

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.

Progressive disclosure defers advanced or rarely used features to a secondary screen, making applications easier to learn and less error-prone.

The web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy to go elsewhere; all the competitors in the world are but a mouseclick away.

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

The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order.