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

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

Attractive things work better.

How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

The best kind of design isn't necessarily an object, a space, or a structure: it's a process- dynamic and adaptable.

The problem with emotion was that it was clearly something important, but-at least according to the old philosophy-it was something to overcome.

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.