...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.

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

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

Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.

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.

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