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

Clear content, simple navigation and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.

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

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.

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

Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.

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