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

Our information lives will be better served when we are free to get to our information from wherever we are, with any device available.

The designer shouldn't think of a simple dichotomy between errors and correct behavior; rather, the entire interaction should be treated as a cooperative endeavor between person and machine, one in which misconceptions can arise on either side.

Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.

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 hardest part of design ... is keeping features out.

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