Austen Allred

“Over time, I came to the conclusion that designing an excellent user experience was as much about preventing negative experiences as facilitating positive ones.”
― Ken Kocienda, Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

“Most people make the mistake of thinking design is what it [a product] looks like. People think it’s this veneer—that the designers are handed this box and told, “Make it look good!” That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.”
― Ken Kocienda, Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

“fundamentally, experience precedes technical knowledge. We”
― W. Timothy Gallwey, The Inner Game of Tennis: The Classic Guide to the Mental Side of Peak Performance

“One day a man walked into a London agency and asked to see the boss. He had bought a country house and was about to open it as a hotel. Could the agency help him to get customers? He had $500 to spend. Not surprisingly, the head of the agency turned him over to the office boy, who happened to be the author of this book. I invested his money in penny postcards and mailed them to well-heeled people living in the neighborhood. Six weeks later the hotel opened to a full house. I had tasted blood.”
― David Ogilvy, Ogilvy on Advertising