"The awful truth is that great design doesn’t always sell itself and even if you are an experienced designer, your opinion isn’t always persuasive. Why? Because everyone assumes their opinion is better than yours. If you want your best work to be acknowledged and used, you need to sell your ideas more objectively."

"The word intuitive is vague and abstract, but the Eight Attributes of Intuitive UI (defined in Chapter 3) are specific, concrete, and measurable."

"Manual-dependent UI design also leads to training, technical support, online Help (and associated internet research), poor productivity, and, on occasion, very costly mistakes."

"If you have a competitor that is a disruptive innovator, they aren’t going to compete with you on features (where you are strong). They are going to attack your poor UX (where you are weak) with a simple, intuitive UI that doesn’t require documentation or training."

"A user interface is intuitive when target users understand its behavior and effect without use of reason, memorization, experimentation, assistance, or training."

"An interaction is smooth when Users complete a task successfully on the first try. Users make very few mistakes along the way. Users maintain their flow, without awkward pauses to think things through or experiment."

"Most interactions should be designed for intermediate users, with a bias towards smart users who are in a hurry. Interactions that require experience, memorization, and perhaps training should be biased towards low experts—not super experts."

"I call the sequence of steps the interaction lifecycle. If the user can get through all the steps and successfully complete the task without reasoning, experimentation, memorization, documentation, or training, then our definition of intuitive UI has been met."

"the Eight Attributes of Intuitive UI are discoverability, affordance, comprehensibility, responsive feedback, predictability, efficiency, forgiveness, and explorability."

"Note that there is some overlap of attributes between the interaction lifecycle steps."

"Discoverability is the target users’ ability to locate the UI elements needed to achieve a goal—when they need them."