""Consider the competing elements of every design: your customers, their task, their technology, and their social context.""
""One of the most important things that design teams must learn is that they are not the customers.""
""Patterns communicate insights into design problems, capturing the essence of the problems and their solutions in a compact form.""
""Design your Web site iteratively, moving from rough cuts to refined prototypes, before creating the production Web site.""
""Customer-centered design uses a variety of techniques to elicit true customer needs and focus on the areas of importance.""
""Customer-centered design takes into account what customers want, what they understand, and the context in which they do things.""