Scientists are always skeptics.

Readers always seem to think that the author has some control over the design of their books.

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.

Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions. Bad websites have horrible personalities and instill horrid emotional states in their users, usually unwittingly. We need to design things-products, websites, services-to convey whatever personality and emotions are desired.

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.

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

AS for all those mistakes I make - they are on purpose - to teach you how to deal with them