Quotes from Jared Spool

Good design, when done well, should be invisible.

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.

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

Intuitive design is how we give the user new superpowers.

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

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