Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.

Scientists are always skeptics.

Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.

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

So what does a good teacher do? Create tension - but just the right amount.

Only the most sophisticated of beings can lie and cheat, and get away with it.

No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service - from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That's systems thinking.