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.

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

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

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

Progressive disclosure defers advanced or rarely used features to a secondary screen, making applications easier to learn and less error-prone.

Three Tips: Simplify, Simplify, Simplify.

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.