goodroi - 8:20 pm on Jul 15, 2013 (gmt 0)
-Answer the user's question/need
-Do real usability test to discover your real problems and not what you guess is wrong, every site & situation is different
-Don't make me think (never underestimate how lazy/dumb users can be)
-Revisit old pages and make sure they are still a good experience for today's internet users
-Don't blindly follow hype. Make sure you are doing what is right for your audience. For example not every site should waste bandwidth and screen space on 20 social sharing buttons. I chuckle when I see sex sites with social buttons.