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

Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.

Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.

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.

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.

If you think of the product as a service, then the separate parts make no sense - the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product's components.

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