Attractive things work better.

The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.

It was always amusing to be inside Apple and read what journalists said we were doing

The designer has an obligation to provide an appropriate conceptual model for the way that the device works. It doesn't have to completely accurate but it has to be sufficiently accurate that it will help in both the learning of the operation and also dealing with novel situations.

We expert teachers know that motivation and emotional impact are what matter.

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

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