The more users' expectations prove right, the more they will feel in control of the system and the more they will like it.

Three Tips: Simplify, Simplify, Simplify.

Information Overload = "information pollution"

The best Web sites are better than Reality.

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

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.

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.