If you think the products don't match what you want from a product, don't buy it.

Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.

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

We delude ourselves if we believe that skilled behavior is easy, that it can come about without effort. We forget the years of tuning, of learning and practice it takes to be skilled at even the most fundamental of human activities: eating, walking, talking, reading, and writing. It is tempting to want instant gratification - immediate expert performance and experiential pleasure - but the truth is that this primarily occurs only after considerable amounts of accretion and tuning.

A good designer will actually design the company.

You won't catch me giving clear lectures.

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