It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format

It was always amusing to be inside Apple and read what journalists said we were doing

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.

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.

The current paradigm is so thoroughly established that the only way to change is to start over again.

Beauty and brains, pleasure and usability - they should go hand in hand.

A challenge to the designers of the world: Make signs unnecessary.