To design an easy-to-use interface, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior.

On average, when you ask someone to perform a task on a site, they cannot do it. It's not their fault; it's the designer's fault.

On the Internet, it's survival of the easiest.... Give users a good experience and they're apt to turn into frequent and loyal customers. But ... it's easy to turn to another supplier in the face of even a minor hiccup. Only if a site is extremely easy to use will anybody bother staying around.

Diversity is power on the Web. Big sites may be bigger, but smaller sites will keep scoring higher for specialized topics, both in terms of their connections with users and in terms of each visit's commercial value.

A bad website is like a grumpy salesperson.

In the attention economy, anyone trying to connect with an audience must treat the user's time as the ultimate resource.

The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.