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.

How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

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.

The best kind of design isn't necessarily an object, a space, or a structure: it's a process- dynamic and adaptable.

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

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.

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