“Learning to design is, first of all, learning to see. Designers see more, and more precisely. This is a blessing and a curse — once we have learned to see design, both good and bad, we cannot un-see. The downside is that the more you learn to see, the more you lose your ‘common’ eye, the eye you design for. This can be frustrating for us designers when we work for a customer with a bad eye and strong opinions. But this is no justification for designer arrogance or eye-rolling. Part of our job is to make the invisible visible, to clearly express what we see, feel and do. You can‘t expect to sell what you can’t explain.”

“We see a lot of feature-driven product design in which the cost of features is not properly accounted. Features can have a negative value to customers because they make the products more difficult to understand and use. We are finding that people like products that just work. It turns out that designs that just work are much harder to produce that designs that assemble long lists of features.”

“We frustrate many designs against us by pretending not to see them.”

“If more designers had bad backs, we would have more good chairs.”

“In school we learn that mistakes are bad, and we are punished for making them. Yet, if you look at the way humans are designed to learn, we learn by making mistakes. We learn to walk by falling down. If we never fell down, we would never walk.”

“A Grand Design we couldn't see because we were part of it. A Grand Design we only got occasional, fleeting glimpses of. A Grand Design involving the entire course of history and all of time and space that, for some unfathomable reason, chose to work out its designs with cats and croquet mallets and penwipers, to say nothing of the dog. And a hideous piece of Victorian artwork. And us.”