Jared Spool quotes:

The poster child of Web 2.0 is Flickr.com. Personalization is a key piece of Web 2.0.

Good design, when done well, should be invisible.

Once you eliminate quality as a requirement, the entire design process becomes a whole lot easier.

Intuitive design happens when current knowledge is the same as the target knowledge.

Intuitive design is how we give the user new superpowers.

In all situations where bad design decisions were made, people lacked some information that would have helped them make the right decision.

The process of design starts with exploration, but ends with refinement. The best designers carefully move from one to the other, making sure they spend enough time exploring before locking themselves into a design approach.

Users scan a page looking for trigger words. If they find a trigger word, they click on it but if they don't find it, they go to search. That's the way it works on 99% of sites, although Amazon is an exception. That's because Amazon has done a great job of training users to know that absolutely nothing on the home page is of any use.

Good design, when it's done well, becomes invisible. It's only when it's done poorly that we notice it. Think of it like a room's air conditioning. We only notice it when it's too hot, too cold, making too much noise, or the unit is dripping on us. Yet, if the air conditioning is perfect, nobody say anything and we focus, instead, on the task at hand.

When creating great experiences, it's not so much about doing what users expect. Instead, it's about creating a design that clearly meets their needs at the instant they need it.

A design is intuitive when people just know what to do and they don't have to go through any training to get there When a design is not intuitive, our attention moves away from what we're trying to accomplish to how we can get the interface to accomplish what we want.

Are you willing to take responsibility for your team's culture or do you treat it like the weather - something that happens to you?

Some people are so into web standards that they've removed all the tables from their houses