Plathu Nueng

“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.”
― Steve Krug, Don't Make Me Think: A Common Sense Approach to Web Usability

“It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.”
― Steve Krug, Don't Make Me Think: A Common Sense Approach to Web Usability

“Don't make me think”
― Steve Krug, Don't Make Me Think: A Common Sense Approach to Web Usability

“If there's one thing you learn by working on a lot of different Web sites, it's that almost any design idea--no matter how appallingly bad--can be made usable in the right circumstances, with enough effort.”
― Steve Krug, Don't Make Me Think: A Common Sense Approach to Web Usability