My take: Great, professional, up-to-date, usable advice by Adrian Jones. Recommended. This guy knows what he's talking about. No fluff, just good stuff. 9/10
From the article intro: "I have a secret to share.
I’m a sucker for a beautiful looking website. But the truth is, at the end of the day, a site’s visual aesthetics will more than likely have nothing to do with it’s success or failure.
If a site looks good, my attention is captured and I can take pleasure in the design, but then it quickly boils down to whether the site can do for me what I want it to.
Key factors for determining a website’s success are its usability and utility.
Content is king, of course, but content needs to be found and accessed.
So I hope that you will consider these 5 principles of user-centered interface design on your current and future projects.
There are, of course, many more principles than just these five, but that’s what books on UX design are for."