“Pay attention to what users do, not what they say.”
— Jakob Nielsen

“Simple is hard. Easy is harder. Invisible is hardest.”
— Jean-Louis Gassée

“The best kind of design isn’t necessarily an object, a space or a structure: it’s a process – dynamic and adaptable.”
— Don Norman

“Design isn’t crafting a beautiful textured button with breathtaking animation. It’s figuring out if there’s a way to get rid of the button altogether.”
— Edward Tufte

“Experts are rarely insulted by something that is clear enough for beginners. Everybody appreciates clarity.”
— Steve Krug

“Relationships happen in experiences.”
— Nathan Shedroff

“Observing is the fuel to innovating, ultimately.”
— Mark Parker

“A good user experience isn’t necessarily that far removed from a poor user experience. It can be small, subtle differences that can have a huge impact.”
— Nathanael Boehm