In design it is important to shoe the effect of an action. ... Feedback is critical.

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.

Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require instructions.

The current paradigm is so thoroughly established that the only way to change is to start over again.

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

Only the most sophisticated of beings can lie and cheat, and get away with it.