Ultimately, we are deluding ourselves if we think that the products that we design are the ‘things’ that we sell, rather than the individual, social and cultural experience that they engender, and the value and impact that they have. Design that ignores this is not worthy of the name.

The diversity of web browsers tomorrow will match the diversity of ink browsers (aka paper) today

Always be a beginner at something.

If you want toget the most outof a sketch, youneed to leave bigenough holes forthe imaginationto fit in.

The experience is about how we get there, not the landing place.

My thesis [is] that in order to design a tool, we must make our best efforts to understand the larger social and physical context within which it is intended to function

If I can see it, it's a failure