The more users' expectations prove right, the more they will feel in control of the system and the more they will like it.

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

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action.

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.

...pay attention to what users do, not what they say.