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.

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

Good design, when done well, should be invisible.

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.

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.