Design is not just what it looks like and feels like. Design is how it works.
Don’t find customers for your products, find products for your customers.
If you want to understand how a lion hunts don’t go to the zoo. Go to the jungle.
Don’t make me think
People ignore design that ignores people.
Learn the rules so you know how to break them properly
To design an easy-to-use interface, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior