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

What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

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

A good designer will actually design the company.

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

Market segmentation s a natural result of the vast differences among people

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.