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

Market segmentation s a natural result of the vast differences among people

User-centered design means working with your users all throughout the project.

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

A challenge to the designers of the world: Make signs unnecessary.

What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

I'm not a fan of technology . I'm a fan of pedagogy, of understanding how people learn and the most effective learning methods. But technology enables some exciting changes.