72 Quotes by Jakob Nielsen

Three Tips: Simplify, Simplify, Simplify.

Designers are not users.

A bad website is like a grumpy salesperson.

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

On average, when you ask someone to perform a task on a site, they cannot do it. It's not their fault; it's the designer's fault.

The more users' expectations prove right, the more they will feel in control of the system and the more they will like it.

Throughout this book, we've been evangelizing simplicity, but ironically, the practice of simplicity is not simple. It is easy to build a bulky design by adding layer upon layer of navigation and features; it's much more difficult to create simple, graceful designs. Paring designs to essential elements while maintaining elegance and functionality requires courage and discipline.

On the Web, all advantages are temporary, and you must keep innovating to stay ahead

Ultimately, users visit your website for its content. Everything else is just the backdrop.