- [[Technology adoption has three phases, enthusiast, work and consumer]] - [[Technology has both an utilitarian value and a socially symbolic value]] From usability to sociability: Usability, usefulness, satisfaction, communicative qualities and sociability. He remarks this last particularly, as it is often overlooked. Moggride claims that when our products dehumanise and decivilize our relationship with each other, it impoverish the social web in which we exist. This is a similar point that [[Oliver Bown]] makes in his book, [[Beyond the Creative Species (book)]], and situates creativity in a social context. **Good interaction design** Intuitive interaction minimises the burden of conscious thought. **Kind to chips, cruel to people** Designing products around the technology rather than around the people. For example, digital watches control interface buttons were created that way because they were designed to fit the computer chips, rather to fit how a person would naturally manipulate the watch. **Reference** @BOOK{Moggridge2007-sp, title = "Designing interactions", author = "Moggridge, Bill", publisher = "MIT Press", year = 2007, address = "Cambridge, Mass.", keywords = "Human-computer interaction" }