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.

Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it.

A bad website is like a grumpy salesperson.

...pay attention to what users do, not what they say.

Diversity is power on the Web. Big sites may be bigger, but smaller sites will keep scoring higher for specialized topics, both in terms of their connections with users and in terms of each visit's commercial value.

Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.

The usability tests we have conducted during the last year have shown an increasing reluctance among users to accept innovations in Web design. The prevailing attitude is to request designs that are similar to everything else people see on the Web.