Remember kids: You don’t have to please ALL your customers, just the ones you want to keep.

The first Law: conservation of users

Users are not created or destroyed, only converted to or from using a competitor’s product.

All other things being equal, you should remember that brand loyalty counts for less and less these days. If you don’t want to do what your users are asking for, maybe your competitors will.

The second law: the progress of disorder

Evolve your product, in order to fight ‘design entropy’.

As users’ needs change, so should your product. If you don’t have the right metrics in place, you won’t realise that your product is obsolete until you become the next Woolworths.

The third law: chasing perfection

Invent something idiot-proof and someone will invent a better idiot.

Humans are complex and often unpredictable. Therefore, human-computer interfaces are, at best, imperfect systems. Test your design assumptions and always have documented justification for design decisions that can be re-tested against new iterations of your product.