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.

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.

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

Knowing how people will use something is essential

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.

What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

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.