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.

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

If you think of the product as a service, then the separate parts make no sense - the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product's components.

How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

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

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

Simplification is as much in the mind as it is in the device.