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

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.

In the attention economy, anyone trying to connect with an audience must treat the user's time as the ultimate resource.

People have to want to change before there's any chance of helping them do so.

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

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.

Users are not designers.