Googley principles of design (and I have to agree with all of these, especially with the first three):

Fast is still underrated by most UX people, I think mostly because it tends to be the domain of the techies. But fast matters so much.

Quickly: how fast are your webpages loading? What’s your goal (should probably be a few 100 milliseconds, 400 is good, 200 is better, depending on the page)? If you don’t know and are a UX person, that’s not good, you.

1. Useful: focus on people -their lives, their work, their dreams.
2. Fast: every millisecond counts.
3. Simple: simplicity is powerful.
4. Engaging: engage beginners an attract experts.
5. Innovative: dare to be innovative.
6. Universal: design for the world.
7. Profitable: plan for today’s and tomorrow’s business.
8. Beautiful: delight the eye without distracting the mind.
9. Trustworthy: be worthy of people’s trust.
10. Personable: add a human touch.