Aneta

“For instance, it means that as far as is humanly possible, when I look at a Web page it should be self-evident. Obvious. Self-explanatory. I should be able to “get it”—what it is and how to use it—without expending any effort thinking about it.”
― Steve Krug, Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability

“And as a rule, people don’t like to puzzle over how to do things. They enjoy puzzles in their place—when they want to be entertained or diverted or challenged—but not when they’re trying to find out what time their dry cleaner closes”
― Steve Krug, Don't Make Me Think, Revisited : A Common Sense Approach to Web & Mobile Usability | Third Edition | By Pearson [] Steve Krug [Jan 01, 2015]…

“Design targets are not marketing targets. Stamp that on every persona document you create. Market segments do not translate into archetypes. And the user type with the highest value to your business may not be the one with the most value to the design process. Maybe existing Fantastic Science Center members with post-graduate science degrees generate the most revenue through gift shop sales and special event attendance, but they know too much. Their existing level of knowledge and engagement is likely to be very high. Design for the users with less expertise and you can meet the needs of those with more”
― Erika Hall, Just Enough Research

“In design, “intuitive” is a synonym for “matches the user’s mental model.”
― Erika Hall, Just Enough Research