guiding principle

Don’t make me think

simple and no finding
name is obvious; links and buttons that aren’t obviously clickable
simples the thinking process
everything self-evident

habit of users
short time on scanning(hurry; no need to read everything; good at it)
not the best but the first reasonable option
use without understanding

Then:
create a clear visual hierarchy(the more imp the more prominent;things that are related logically are also related visually; Things are nested visually to show what’s part of what)
take advantage of conventions(What’s web convention)
break pages up into clearly defined areas
make it obvious what’s clickable
minimize noise(2 kinds of noise: busy ness & background noise)

each click should be painless and they have continued confidence 
omit needless words(reduce noise; make useful more prominent; shorter= user see more of each page)
People wont use your website if they cant find their way around it --->web navigation(help us find whatever it is we r looking for, and to tell us where we are; give us something to hold on; content of the web; how to use)--->navigation convention:(P61: names)-->the persistent navigation can only accommodate only four or five utilities; right name and right place and match
breadcrumb
tab
search link

at the beginning, find:
site ID
search(search box/search button)
section (subsection)
page name
local navigation
utilities
tagline(right next to site ID)
the welcome blurb

Homepage:
homepage should answer the four question: what is this, what can i do here, what do they have here, and why should i be here-and not somewhere else.
Site identity and mission 
Site hierarchy(an overview of what the site has to offer both content and features, and how it’s all organized: persistent navigation)
Search
Tease(content promos, feature promos)
timely content
Deals
Shortcuts(the most frequently requested pieces of content)
Registration
show: what i am looking for, what i am not but wonderful, where to start, establish credibility and trust;