Gojko Adzic – Seven key ideas of real quality assurance:

"“You don’t get quality by testing it in, you get it by designing it in”, said [Tom] Gilb. Many business users never define what they actually want in a measurable way according to Gilb, which is why projects do not meet the expected levels of quality by design. “To do quality assurance, you need to be able to quantify qualities important for your business”, said he, adding that “you have to define robustness and intuitiveness, and to define it you need to define a scale of measure”. He gave an example of intuitiveness, which can be defined by how long it takes for new people to do a task."