We’ll get to the practicum in just a moment but first, let’s talk — very briefly — about some super basic UX tenets:

• Be nice to your users and customers (and potential customers).
• Design as if your main goal is to inform and educate.
• Be honest and forthcoming, while you’re at it.
• Help your users and customers to do what they want, not what you want them to do.
• Be consistent with your message and quality of service (and I’m including software design here, folks).
• Scientific, measurable “usability” doesn’t necessarily make for a good experience.
• Good design makes people feel good.

[Nice article… the graph was particularly helpful.]
Source: Vitamin Interviews