The designer shouldn't think of a simple dichotomy between errors and correct behavior; rather, the entire interaction should be treated as a cooperative endeavor between person and machine, one in which misconceptions can arise on either side.

Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from technology's defecits and those who benefit are not the same people.

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

Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.

If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.

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 first hear about a product experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.

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