User Research Must Be Actionable, Not Just Interesting.
If the user can't find it, it doesn't exist.
Good design is obvious, great design is TRANSPARENT.
Life is too short for shitty software
Sometimes it's not about making things simplier. Sometimes it's just about making things clearer.
You are not your user and you cannot think like a user unless you;re meeting users regularly.
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!
You will never regret running a pilot test. You will always regret skipping it.
People ignore design that ignores people.