Not sure this is even worth 2 cents, but… In no particular order, and not written in stone:
- Less is usually more
- Do not make people feel stupid
- Design for probable, no possible
- People just want to accomplish their goals, and being educated is often not their goal
- Design is to help people better accomplish their goals
- The more expert, the less aware a person is of their activities
- Design is about problem finding and problem solving
- Design problems are the problems people experience
- People are generally more motivated by avoiding pain than by increasing pleasure
- Ask all the truth, but ask it slant
- Personas and scenarios are ultimately means to an end.
- Upstream costs and effort saves greater downstream costs and pain
- Functionality should announce its presence