Your objective should always be to eliminate instructions entirely by making everything self-explanatory, or as close to it as possible. When instructions are absolutely necessary, cut them back to a bare minimum.

As a rule, conventions only become conventions if they work.

It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.

Designers love subtle cues, because subtlety is one of the traits of sophisticated design. But Web users are
generally in such a hurry that they routinely miss subtle cues.

If you want a great site, you’ve got to test. After you’ve worked on a site for even a few weeks, you can’t see it freshly anymore. You know too much. The only way to find out if it really works is to test it.

When fixing problems, always do the least you can.