Simplicity design axiom: The complexity of the information appliance is that of the task, not the tool. The technology is invisible.

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.

When a device as simple as a door has to come with an instruction manual—even a one-word manual—then it is a failure, poorly designed.

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

If you're more susceptible to interruption, you do more out of the box thinking.

A big ethical question is what happens after people stop using the device. Does it degrade the environment? Could it have been designed so it would actually be good for the environment?

No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service - from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That's systems thinking.