When creating great experiences, it's not so much about doing what users expect. Instead, it's about creating a design that clearly meets their needs at the instant they need it.

Once you eliminate quality as a requirement, the entire design process becomes a whole lot easier.

Good design, when done well, should be invisible.

In all situations where bad design decisions were made, people lacked some information that would have helped them make the right decision.

The process of design starts with exploration, but ends with refinement. The best designers carefully move from one to the other, making sure they spend enough time exploring before locking themselves into a design approach.

A design is intuitive when people just know what to do and they don’t have to go through any training to get there When a design is not intuitive, our attention moves away from what we’re trying to accomplish to how we can get the interface to accomplish what we want.

Users scan a page looking for trigger words. If they find a trigger word, they click on it but if they don’t find it, they go to search. That’s the way it works on 99% of sites, although Amazon is an exception. That’s because Amazon has done a great job of training users to know that absolutely nothing on the home page is of any use.