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.

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.

Ultimately, users visit your website for its content. Everything else is just the backdrop.

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

Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action.

Popularity is the product of two factors: (a) how compelling material you offer, and (b) how easy it is to access it. Host free pirated movies and users will flock to the site, even if it's difficult to use.

...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.