UI != UX
Focus on user's wants, assumptions, emotions.
Design for main use case, bury functionality.
Every excess click reduces engagement 90%.
Replacing "Sign up" with "Learn more" increases sign-ups 350%.
What you say matters.
When you say it matters.
Animations make a big difference (continuity and breaks).
Outside pages need to communicate 2 things: why and how.
Login/Sign up/Help in upper right corner
Call to action must pop out when you squint.
Photo-based navigation preferred over text in studies
Discovery of activity in app: make it a widget, reduce the content amount, make it like a ticker
"ppl who added XYZ also added ABC"notification indicator in menu bar
Blueprint for iPad
Keynote (has hotspot/click targets)
Explainer video as sole thing in homepage: not great