“People’s behavior makes sense if you think about it in terms of their goals, needs, and motives.” – Thomas Mann

Read more about Thomas Mann (1875 – 1955), a German novelist whose work is noted for its insight into the psychology of the artist and the intellectual, on this Wikipedia page.

1. Focus on understanding the behavior and performance of people using a design
2. We need to observe behavior in order to support it in design
3. Coming up with an idea is really just the beginning
4. Designers are gifted with a certain perspective of the world that can cause much frustration and wonderment