- Don’t make users think.
- Don’t squander users’ patience.
- Manage to focus users’ attention.
- Strive for feature exposure.
- Make use of effective writing.
- Strive for simplicity.
- Don’t be afraid of the white space.
- Communicate effectively with a “visible language”.
- Conventions are our friends.
- Test early, test often.
Go read the full article at smashingmagazine.com
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