If the user can't find it, it doesn't exist.
You want to know the difference between a master and a beginner? The master has failed more times than the beginner has ever tried.
Life is too short for shitty software
Good design is obvious, great design is TRANSPARENT.
User Research Must Be Actionable, Not Just Interesting.
Sometimes it's not about making things simplier. Sometimes it's just about making things clearer.
20% of your "users" will open you app ONLY ONCE!
The technology you use impresses no one. The experience you create with it is everything.
You will never regret running a pilot test. You will always regret skipping it.
People ignore design that ignores people.