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.

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

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.

Users are not designers.

Consistency is one of the most powerful usability principles: when things always behave the same, users don't have to worry about what will happen. Instead, they know what will happen based on earlier experience.

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

On the Internet, it's survival of the easiest.... Give users a good experience and they're apt to turn into frequent and loyal customers. But ... it's easy to turn to another supplier in the face of even a minor hiccup. Only if a site is extremely easy to use will anybody bother staying around.