Everyday people are not very good designers.

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

User experience is really the whole totality. Opening the package good example. It's the total experience that matters. And that starts from when you first hear about a product experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.

I'm not a fan of technology . I'm a fan of pedagogy, of understanding how people learn and the most effective learning methods. But technology enables some exciting changes.

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

I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.

Attractive things work better.