1. User central

   Design out of needs and context of people, not technology or organization
   

2. Only be satisfied when your user is

   Design, test, measure and improve. And continue to do so.
   

3. Make it easy for the user

   Design simple processes, create user-friendly systems and write understandable
   

4. Use facts, not assumptions

   Base design on facts and usability research, do not assume the user is like you
   

5. Be open and share your knowledge

   Collaborate and share your knowledge and experience. And welcome feedback.