And not just the right thing; it’s profoundly the right thing to do, because the one argument for accessibility that doesn’t get made nearly often enough is how extraordinarily better it makes some people’s lives. How many opportunities do we have to dramatically improve people’s lives just by doing our job a little better?

Sometimes time spent reinventing the wheel results in a revolutionary new rolling device. But sometimes it just amounts to time spent reinventing the wheel.

Nothing important should ever be more than two clicks away.

Your objective should always be to eliminate instructions entirely by making everything self-explanatory, or as close to it as possible. When instructions are absolutely necessary, cut them back to a bare minimum.

Designers love subtle cues, because subtlety is one of the traits of sophisticated design. But Web users aregenerally in such a hurry that they routinely miss subtle cues.

In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.

The problem is there are no simple “right” answers for most Web design questions (at least not for the important ones). What works is good, integrated design that fills a need—carefully thought out, well executed, and tested.

As a rule, conventions only become conventions if they work.

The more you watch users carefully and listen to them articulate their intentions, motivations, and thought processes, the more you realize that their individual reactions to Web pages are based on so many variables that attempts to describe users in terms of one-dimensional likes and dislikes are futile and counter-productive. Good design, on the other hand, takes this complexity into account.