Information Overload = "information pollution"

Designers are not users.

The usability tests we have conducted during the last year have shown an increasing reluctance among users to accept innovations in Web design. The prevailing attitude is to request designs that are similar to everything else people see on the Web.

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

The web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy to go elsewhere; all the competitors in the world are but a mouseclick away.

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

To design an easy-to-use interface, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior.