One of the main goals in the article was to be user-centric and in order to do this the author strongly advices that the developer creates a design brief for whatever project is about to be created. Within this brief three questions need to be answered specifically focusing on the viewer:
1-who are they
2-what are they doing on your site?
3-what are the feelings that you want them to have when they visit or leave?
White space is very important to the design as we all know, but it is important to remember to make the white space feel balanced. Also remembering that every design has a problem so before creating the website create multiple sketches and really think about what the reason for the site is.