Good design is also an act of communication between the designer and the user, except that all the communication has to come about by the appearance … - Donald Norman

Usability is not often thought of as a criterion during the purchasing process. Moreover, unless you actually test a number of units in a realistic environment doing typical tasks, you are not likely to notice the ease or difficulty of use. [...] Do it right there in the store. Do not be afraid to make mistakes or ask stupid questions. Remember, any problems you have are probably the design's fault, not yours.

"It probably won a prize" is a disparaging remark in this book. Why? Because prizes tend to be given for some aspects of design, to the neglect of all others—usually including usability.

The major problems facing the development of products that are safer, less prone to error, and easier to use and understand are not technological: they are social and organizational.