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

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

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

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.

It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people's lives.

The argument is not between adding features and simplicity, between adding capability and usability. The real issue is about design: designing things that have the power required for the job while maintaining understandabili ty, the feeling of control, and the pleasure of accomplishment.

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