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.

Compared to 1999...we cannot quite declare victory, but we can declare progress.

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.

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

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

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

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