If I had not studied music, there would be no Macintosh computers today.

When you have to choose among methods, your locus of attention is drawn from the task and temporarily becomes the decision itself.

If I had not studied music, there would be no Macintosh computers today.

What users want is convenience and results.

Once the product's task is known, design the interface first; then implement to the interface design.

If our field is "to advance", we must - without displacing creativity and aesthetics - make sure our terminology is clear.

As far as the customer is concerned, the interface is the product.