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

Designers are not users.

If your users have many questions, it's a failure of your primary site design. It becomes not so much customer support, as much as customer complaints.

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

Throughout this book, we've been evangelizing simplicity, but ironically, the practice of simplicity is not simple. It is easy to build a bulky design by adding layer upon layer of navigation and features; it's much more difficult to create simple, graceful designs. Paring designs to essential elements while maintaining elegance and functionality requires courage and discipline.

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

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