In the university, professors make up artificial problems. In the real world, the problems do not come in nice, neat packages. They have to be discovered.

Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.

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.

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

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

I believe that robots should only have faces if they truly need them

The world is complex, and so too must be the activities that we perform. But that doesn't mean that we must live in continual frustration. No. The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.