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.

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

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

If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as much as customer complaints.

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

Ultimately, users visit your website for its content. Everything else is just the backdrop.

On the Web, usability is a necessary condition for survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. If a website's information is hard to read or doesn't answer users' key questions, they leave. Note a pattern here?