People have to want to change before there's any chance of helping them do so.

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.

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

Throughout this book, we've been evangelizing simplicity, but ironically, the practice of simplicity is not simple. It is easy to build a bulky design by adding layer upon layer of navigation and features; it's much more difficult to create simple, graceful designs. Paring designs to essential elements while maintaining elegance and functionality requires courage and discipline.

What we learned is money doesn't grow on trees.

Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it.

Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.