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Be customer-centric in your design process. Make sure that what the user needs to do is simple and direct. Offer efficiency gains through use.

Progressively disclose information so that your users are never overwhelmed with options or unnecessary cognitive load.

Leverage narrative and storytelling to engage the customer and draw attention to the result rather than the process.

Automate, automate, automate.

Create wonder and awe whilst concealing the technological voodoo required.