A drag-and-drop creativity studio for publishing rich hypermedia experiences.
Design the system from the user perspective.
Show immediate responsiveness to interaction. Don't require the user to think like a computer, show the actual output.
Make it easy to work directly with the medium. Don't force the user through layers of complexity and disconnected interfaces.
Build on existing components. Reuse components, content, etc. Encourage nesting, inclusion, etc.
Protect the sourcecode, perserve access for all. Develop and document in the open.