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.

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

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

Three Tips: Simplify, Simplify, Simplify.

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

...the book is a manifesto to make the Web atone for the sins of computers and regain a level of simplicity that can put humanity at peace with its tools once again.