1. CONSISTENCY Be consistent, build a system, not a solution. The same look the same rules. Provide simplicity through repetition. Build a single system on different platforms. Reuse over invent.

  2. EASE OF USE Be advanced, don't overwhelm, and seem simple. Provide predictability over complexity. Gradually introduce the user to advanced functionality. Users should understand what would follow their actions and how to step back.

  1. VERSATILITY Be flexible rather than hard-coded. Keep in mind the user's context and needs that evolve. Represent relevant data from the topmost overview to the tiniest details. Be neutral, be modular.

  2. SCALABILITY Be nice to small and big data. Reliability and performance are directly connected to the user’s satisfaction. Be ready to expand.

  1. BEAUTY Be aesthetic. The aesthetic quality of a product is integral to its usefulness. But only well-executed products with a clear visual hierarchy can be beautiful.

  1. COMPLETENESS Be finished, be done. Only well-executed products can be good. Once you start a feature, tell the user if it's beta, get metrics, and update it up to a high level.

  2. ACCESSIBILITY Be accessible. Find the right balance between beauty and accessibility standards for people with disabilities.