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

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

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.

Compared to 1999...we cannot quite declare victory, but we can declare progress.

A general principle for all user interface design is to go through all of your design elements and remove them one at a time.

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.

The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.