As a designer of e-commerce systems, I constantly face the challenge of designing easy-to-use solutions. Until I read this book, I never understood how people inherently understand how to use something. I will be able to instantly apply the knowledge in this book to my work. Reviewers who criticize the book for being to simplistic, dated, or not involving technology are missing the point. It doesn't matter whether a design is for something physical or a computer interface. The point is that a user should be able to figure out how to use a new item with minimal instruction. This book explains how people figure things out, and how to incorporate design elements to lead users in the right direction and to help them to recover from slips/mistakes. Excellent book.