Design is not just what it looks like.

Design is how it works.

Optimize your user experience, create efficient products

The overriding principle in web design is that your product needs to be obvious, self-explanatory. Users should be able to "get it". When creating a website or web application the most important job is to get rid of the question marks.
How can we do this? With User Centered Design! Design for the user. Think about him first. Let the user do what the stakeholder wants him to do, but in a way the user understands, and want to do.

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