I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.

User experience is really the whole totality. Opening the package good example. It's the total experience that matters. And that starts from when you first hear about a product experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.

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

You won't catch me giving clear lectures.

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.

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

Knowing how people will use something is essential