Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require instructions.

Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well, the distinctive advantage goes to those who provide pleasure and enjoyment while maintaining the power. If functions are equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion.

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

Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.

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 you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the modern computer and electronics industries—it's not your fault. Don't blame yourself: blame the designer.

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.