A bad website is like a grumpy salesperson.

Clear content, simple navigation and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.

Designers are not users.

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

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.

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

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.