1. Know the user
   1. Needs
   2. Goals
   3. Experience
2. Be forgiving
   1. KEEP IT SIMPLE
   2. familiar elements - convention
   3. More than 3 clicks = too many
3. Best Practices
   1. Usability patterns
   2. Integration with other tools
   3. Visual order
   4. Use white space
4. Stay Consistent
   1. Typography
   2. Layout and themes
   3. Visual hierarchy
5. Feedback loops
   1. Comments
   2. Likes
   3. analytics
6. System maintenance
   1. Curator experience
   2. Feedback loops
   3. Warning signs (hack)
7. Keep forward momentum
   1. Have a team of curators
   2. Empower users