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.

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

I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function

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.

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

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.

I've been looking at the iPod- the Apple iPod. One of the interesting things about the iPod, one of the things that people love most about it is not the technology; it's the box it comes in