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

Consistency is one of the most powerful usability principles: when things always behave the same, users don't have to worry about what will happen. Instead, they know what will happen based on earlier experience.

A bad website is like a grumpy salesperson.

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.

What we learned is money doesn't grow on trees.

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

The best Web sites are better than Reality.