Think relevance.
Sites and applications that are irrelevant to users will be ignored.

  Think consistency.
Logical composition and consistent interfaces precede any other design task.

  Think narrative.
Storytelling can be applied to user journeys, site structure, and screen layout.

  Think culture.
Designing meaningful products and tools requires a good understanding of the cultural settings.

  Think dialogue.
The übermantra of UX: speak with users.