Good design, when done well, should be invisible.

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.

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

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.

Are you willing to take responsibility for your team's culture or do you treat it like the weather - something that happens to you?

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

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.