Design is not just what it looks like and feels like. Design is how it works.
Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple.
Simplicity is the ultimate sophistication.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Be the designer of your world and not merely the consumer of it.
A nudge is any aspect of the choice architecture that alters people's behavior in a predictable way without forbidding any options.
If you want people to do something, make it easy.
The Hook Model describes an experience designed to connect the user's problem to a solution frequently enough to form a habit.
The surface is the product. What people see and touch is what matters.
