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“The artificial intelligence approach may not be altogether the right one to make to the problem of designing automatic assembly devices. Animals and machines are constructed from entirely different materials and on quite different principles. When engineers have tried to draw inspiration from a study of the way animals work they have usually been misled; the history of early attempts to construct flying machines with flapping wings illustrates this very clearly.”

“People say graphic design is so different now, because you have so many more pixels and colors to work with... But when you study art history, you see there's just nothing new under the sun. Mosaics and needlework, it's all analogous to pixel and bitmap art. And with it all, good design's not about what medium you're working in, it's about thinking hard about what you want to do and what you have to work with before you start.”

“Steve Jobs did not start started Apple as a scam. But he understood early on the power of marketing. The idea of the computer as a bicycle for the human mind - I think that was something he believed. He believed in making people comfortable with these machines, which is why he spent so much time thinking about how to design them a certain way, how to make them so user-friendly and interactive, and why he spent so much time studying the Zeitgeist.”

“Most clients expect experience design to be a discrete activity, solving all their problems with a single functional specification or a single research study. It must be an ongoing effort, a process of continually learning about users, responding to their behaviors, and evolving the product or service.”

“There are relatively few atheists among neurologists and brain surgeons and astrophysicists, but many among psychologists, sociologists, and historians. The reason seems obvious: the first study divine design, the second study human undesign.”