Things have a behavior online, whereas in print, there is a single canonical expression for them, but online everything responds to different criteria or has inherent states to it based on that criteria. So, you have to design that in a different way. It's a completely different dynamic even though it may look similar.

I think now we're seeing the pendulum switch back to this idea where conversations are more important, if not more important than documents.

I think the thing about the Internet is that it has so many characteristics that can be easily construed to be similar or almost identical to print that it can be misleading.

Designers from start to finish now in digital media have to think in a much more sort of thoughtful serious and humble way about how design audiences will receive their products.

I think the way design was practiced for most of the 20th century was very declarative. A designer came up with a solution for a project and put it in place and shipped the solution and it landed in a reader or a customer's hands as a brochure. They would see it as a poster, or as a piece of signage. And that was sort of it. That was the end of it. I think Internet technology has really upended that whole equation because in some ways a designer's work is never really done online.

Even though the means of production are more available than ever, I think the true expertise is as rare as ever.

You have this really powerful technological infrastructure that can do really tremendous things. At the same time, it's never going to be as flexible as we'd like it to be. Just by nature of web technology.