There's a difference between focusing on the interface and focusing on the user. We try not to use the word "user." There's a real human being on the other end using our stuff. We use the word "people."
Good content doesn't guarantee a good interface. Not everything is a content problem. Bud bad content does guarantee a bad experience. YOu can't fix everything with content, but you can certainly screw things up. Even good interfaces have bad elements.
Bad interfaces are self-centered. They are interfaces that "provide a window to the database fields rather than a workflow designed to support user goals."
Bad user interfaces are sticky. When you add new features, you can't really make changes.
Bad interfaces are not forever. They can be fixed.
Good interfaces evolve. Be willing to change things. Even things that work great get changed drastically, and it can help a lot.
Good interfaces know their audience. Personas help identify what make people different in your audience.
Use search analytics to see what words your users use to search for things, and that's the language that you can use in your software.
Good interfaces simplify things. They make complex tasks easier.
Nothing says "Send Message" like the words "Send Message."
The notion that users will click only 3 times is crap. Users will click as many times as they need if they know where they are gong.
Button text should serve WYLTIWLT: Would You Like To/I Would Like To.
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