Too many companies believe that all they must do is provide a 'neat' technology or some 'cool' product or, sometimes, just good, solid engineering. Nope. All of those are desirable (and solid engineering is a must), but there is much more to a successful product than that: understanding how the product is to be used, design, engineering, positioning, marketing, branding-all matter. It requires designing the Total User Experience.

In design it is important to shoe the effect of an action. ... Feedback is critical.

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

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

We expert teachers know that motivation and emotional impact are what matter.

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

Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.