clarity:
am i using word people understand ?
can people tell what my app does just by looking at it ?
can people use my app with little or no instruction ?
deference:
does the interface call attention to itself ?
does the interface compete with content ?
can content be bigger and more central ?
depth:
do people get lost or disoriented in my app ?
how do screens in my app spatially relate to each other ?
how do animation provide a sense of continuity ?
