“We shouldn’t assume that the general viewing public is an idiot.  We should try to evolve the medium by making intuitive systems that educate the user – not design to what level we think they can handle” – Joshua Davis

1. Technology serves humans. Humans do not serve technology.
2. Intuitive design lets you keep your attention on what you’re trying to accomplish
3. Every decision a designer makes molds the future of the people we design for
4. It takes great empathy to create a good experience
5. Understanding the specific activity we’re supporting is critical to good design