Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

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

The more users' expectations prove right, the more they will feel in control of the system and the more they will like it.

Users are not designers.

The best Web sites are better than Reality.

On the Internet, it's survival of the easiest.... Give users a good experience and they're apt to turn into frequent and loyal customers. But ... it's easy to turn to another supplier in the face of even a minor hiccup. Only if a site is extremely easy to use will anybody bother staying around.

...the book is a manifesto to make the Web atone for the sins of computers and regain a level of simplicity that can put humanity at peace with its tools once again.