“While I acknowledge that there is a need for art, fun, and a general good time on the web, I believe that the main goal of most web projects should be to make it easy for customers to perform useful tasks.” – Designing Web Usability by Jakob Nielsen

Read more from Jakob in his book Designing Web Usability.

1. The hygiene factor of usability
2. Findability precedes usability. You can’t use what you can’t find.
3. Design is more than the aesthetic. Design is fundamentally more.
4. New technology is likely to make the least improvement in the ease of use of products
5. We need to build products that bring joy and excitement to people’s lives