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.

Developing fewer features allows you to conserve development resources and spend more time refining those features that users really need. Fewer features mean fewer things to confuse users, less risk of user errors, less description and documentation, and therefore simpler Help content. Removing any one feature automatically increases the usability of the remaining ones.

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.

Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.

Information Overload = "information pollution"

Users are not designers.

At most project meetings, everyone has a seat at the table except the poor victims who will have to operate the technology.