There are a couple of things to keep in mind when designing a UI for consumers. One of the most important is an unfortunate fact that about 40% of general population has low literacy. Keeping that in mind, most pages need to be designed at a 6th grade level.
Some other tips to consider:
1.Make navigation simple by placing main choices in a linear menu
2. Take care that search is tolerant of misspellings
3. Prioritize information
4. Avoid moving, jumping or changing text which makes it harder to read.