Summary: The system should speak the users' language, with words, phrases, and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order.
The second usability heuristic is about how a site knows its users and cares about them. It focuses on demonstrating empathy and acknowledges users as important. In the times, when users read less and less while being offered dozens of online options every day, the second usability heuristic is a way to stand out while staying relevant, building trust, and nurturing loyal users.
Link to "Match between system and the real world"
Link to info poster with tips & tricks