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

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

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

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

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.

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

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