In my opinion, no single design is apt to be optimal for everyone.

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.

I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience; everybody should own it.

User-centered design means working with your users all throughout the project.

Simplicity design axiom: The complexity of the information appliance is that of the task, not the tool. The technology is invisible.

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

Good design is also an act of communication between the designer and the user, except that all the communication has to come about by the appearance of the device itself. The device must explain itself.