Three Tips: Simplify, Simplify, Simplify.

Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.

Popularity is the product of two factors: (a) how compelling material you offer, and (b) how easy it is to access it. Host free pirated movies and users will flock to the site, even if it's difficult to use.

The best Web sites are better than Reality.

At most project meetings, everyone has a seat at the table except the poor victims who will have to operate the technology.

A bad website is like a grumpy salesperson.

...the book is a manifesto to make the Web atone for the sins of computers and regain a level of simplicity that can put humanity at peace with its tools once again.