“Creative without strategy is called ‘art’. Creative with strategy is called ‘advertising’.”— Jef I. Richards

“We must design for the way people behave, not for how we would wish them to behave.” ― Donald A. Norman, Living with Complexity

“Good systems aren’t about how they look. It’s about how they work.” – Sarah Gibbons, NN/g UX Podcast

“If you are thinking intentionally about how you’re deciding to solve a problem, then that is design.” – Sarah Gibbons, NN/g UX Podcast