Keep it Simple
Don’t make the user think. A cashpoint machine is the perfect example of a simplistic user experience. Don't give too many choices - they intimidate and do not invite. Minimise the menu choices - users do not have time to scan a lengthy menu.
Recall and Return
Be bold and don’t be a sheep by avoiding visual clichés. Stand out and be memorable. Create strong brand awareness through impacting design and prompt your users to recall and return to your website.
Variation and Hierarchy
Bolding everything is not the way - be selective. Users engage better with a clear laid out hierarchy. It’s why newspapers have a headline and body text. They do not headline everything and varied elements on a page are more inticing and engaging. You can’t hear with too many screaming voices. Create emphasis and present a structure.
Relate and Response
A good brand experience is one that is relatable. Why do you like a friend, what qualities do they have? Create a positive emotive response through relation. A brand is a friend. Design is an extension. User experience should be entrenched in the brand and never distract.
Reliability
Feature creep or putting in too many bells and whistles can destabilise and create too many parts. Be selective with features that deliver returns.
Form Follows Function
It’s all too easy to obsess over design but function and purpose should dictate and govern. Don’t dilute the function with too much focus on form.
Uniformity
Create a continuation of form across the user experience. A uniform aesthetic will stop your design feeling disjointed and create harmony for the user. It will also minimise distractions away from your brand and functions.