"Change the attitude toward errors. Think of an object's user as attempting to do a task, getting there by imperfect approximations. Don't think of the user as making errors; think of the actions as approximations of what is desired."

“In the consumer economy taste is not the criterion in the marketing of expensive soft drinks, usability is not the primary criterion in the marketing of home and office appliances. We are surrounded with objects of desire, not objects of use.”

“Serious accidents are frequently blamed on "human error." Yet careful analysis of such situations shows that the design or installation of the equipment has contributed significantly to the problems. The design team or installers did not pay sufficient attention to the needs of those who would be using the equipment, so confusion or error was almost unavoidable.”

“In their work, designers often become expert with the device they are designing. Users are often expert at the task they are trying to perform with the device. Professional designers are usually aware of the pitfalls. But most design is not done by professional designers, it is done by engineers, programmers, and managers.”

“We are victims of our own success. We have let technology lead the way, pushing ever faster to newer, faster, and more powerful systems, with nary a moment to rest, contemplate, and to reflect upon why, how, and for whom all this energy has been expended.”

“As the technology matures, it becomes less and less relevant. The technology is taken for granted. Now, new customers enter the marketplace, customers who are not captivated by technology, but who instead want reliability, convenience, no fuss or bother, and low cost.”

“Computer scientists have so far worked on developing powerful programming languages that make it possible to solve the technical problems of computation. Little effort has gone toward devising the languages of interaction.”