* Ask customers for what they have, rather than asking them for what the company needs.
* Allow customers to say they “don’t know.”
* Provide a consistent experience, from interaction and visual design to copy.
* Be clear about what the system can do, and what the client is responsible for.
* Be friendly and reassuring.
* Show customers where they’ve been, and where they’re going.
* Allow graceful recovery from unexpected interruptions.
* Make it easy for customers who need to gather critical information to pick up where they left off.
* Set clear expectations.