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/