I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience; everybody should own it.

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

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

The problem with emotion was that it was clearly something important, but-at least according to the old philosophy-it was something to overcome.

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.

Attractive things work better.

Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from technology's defecits and those who benefit are not the same people.