Good design is obvious, great design is TRANSPARENT.
Sometimes it's not about making things simplier. Sometimes it's just about making things clearer.
If the user can't find it, it doesn't exist.
User Research Must Be Actionable, Not Just Interesting.
Life is too short for shitty software
You will never regret running a pilot test. You will always regret skipping it.
You are not your user and you cannot think like a user unless you;re meeting users regularly.
People ignore design that ignores people.
The technology you use impresses no one. The experience you create with it is everything.
20% of your "users" will open you app ONLY ONCE!