Simplicity is the ultimate form of sophistication - Da Vinci

Make the user’s location, status, and options easy to determine.

Give the user clear paths of recovery and exit.

Focus on the user’s progress toward their intended objectives.

Establish and maintain reliable messaging and visuals for the user.

Use words, patterns, and symbols from the world of the user.

Spontaneity, novelty, and variety are where true product competitors come to the table.