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.

Knowing how people will use something is essential

So what does a good teacher do? Create tension - but just the right amount.

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

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

Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that

How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.