Good design, when it’s done well, becomes invisible. It’s only when it’s done poorly that we notice it. Think of it like a room’s air conditioning. We only notice it when it’s too hot, too cold, making too much noise, or the unit is dripping on us. Yet, if the air conditioning is perfect, nobody say anything and we focus, instead, on the task at hand.

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.

Intuitive design is how we give the user new superpowers.

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

Intuitive design happens when current knowledge is the same as the target knowledge.

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.

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