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.

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.

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

Intuitive design is how we give the user new superpowers.

Some people are so into web standards that they've removed all the tables from their houses

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