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.

On average, when you ask someone to perform a task on a site, they cannot do it. It's not their fault; it's the designer's fault.

Developing fewer features allows you to conserve development resources and spend more time refining those features that users really need. Fewer features mean fewer things to confuse users, less risk of user errors, less description and documentation, and therefore simpler Help content. Removing any one feature automatically increases the usability of the remaining ones.

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.

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