So what does a good teacher do? Create tension - but just the right amount..

It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and exciteme….

I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the g….

User-centered design means working with your users all throughout the project..

The world is complex, and so too must be the activities that we perform. But that doesn't mean that we must live in continual frustration. No. The wh….

Beauty and brains, pleasure and usability - they should go hand in hand..

Knowing how people will use something is essential.

Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever..

When a device as simple as a door has to come with an instruction manual—even a one-word manual—then it is a failure, poorly designed..

Attractive things work better..

The best kind of design isn't necessarily an object, a space, or a structure: it's a process- dynamic and adaptable..

User experience is really the whole totality. Opening the package good example. It's the total experience that matters. And that starts from when you….

The hardest part of design ... is keeping features out..

Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating..

Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does..

To me, error analysis is the sweet spot for improvement..

Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the we….

A good designer will actually design the company..

No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a pr….

In my opinion, no single design is apt to be optimal for everyone..

A challenge to the designers of the world: Make signs unnecessary..