UX is a very personal thing. However, I have found several practices that, by themselves have shown to improve performance. Retention, Accessibility, and Conversion. Other Sources: Principles of Mobile Site Design by Nick Babich https://uxplanet.org/principles-of-mobile-site-design-c4c721693c42#.lrcjx89hq Against Storytelling by Paul Ford https://trackchanges.postlight.com/against-storytelling-7e53b6d7a0d8?ref=uxdesignweekly#.xko722skg UX Design Best Practices: Refined Microinteractions by Jerry Cao https://www.uxpin.com/studio/blog/ux-design-best-practices-refined-microinteractions/