Put simply, if an organization is bad at making decisions, they’ll be bad at making design decisions, too.

Your expectation for what a button, or anything in the world, does, or how you believe it works, is what’s called a mental model.

He wrote that “when the point of contact between the product and people becomes a point of friction, then the... designer has failed.”¹⁰

To the despair of designers everywhere, sometimes better designs just aren’t worth it.

Separating information for flow, and deciding what to show and what to leave out at any given time, applies to everything.

That can lead to a goal mismatch: where different people on the team are working toward different goals.

George Nelson’s How to See and Sarah Williams Goldhagen’s Welcome to Your World

As a general rule, the decisions you make first on a project have the most freedom, and the decisions you make last have the least.

Websites should focus on the most frequent things that people who visit need to do.