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

Even the best designers produce successful products only if their designs solve the right problems. A wonderful interface to the wrong features will fail.

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

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

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

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

...the book is a manifesto to make the Web atone for the sins of computers and regain a level of simplicity that can put humanity at peace with its tools once again.