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.

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

To me, error analysis is the sweet spot for improvement.

The hardest part of design ... is keeping features out.

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

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

A good designer will actually design the company.