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

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

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

A bad website is like a grumpy salesperson.

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

The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order.