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

Learning should take place when it is needed, when the learner is interested, not according to some arbitrary, fixed schedule

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

Attractive things work better.

To me, error analysis is the sweet spot for improvement.

Good design is also an act of communication between the designer and the user, except that all the communication has to come about by the appearance of the device itself. The device must explain itself.

Scientists are always skeptics.