The usability tests we have conducted during the last year have shown an increasing reluctance among users to accept innovations in Web design. The prevailing attitude is to request designs that are similar to everything else people see on the Web.

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

If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as much as customer complaints.

The web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy to go elsewhere; all the competitors in the world are but a mouseclick away.

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.

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.