Why do so many software systems and physical products seem to have been designed by someone who has never used a product like that before? This presentation explores that mystery. You’ll see numerous examples of thoughtlessly designed products that violate nine principles of good design, along with some examples of particularly effective designs. Studying such products reveals many lessons that can help designers, product development managers, and even consumers. You’ll also see multiple techniques to help designers craft products with a focus on how consumers will use them, not just on their features. Whether you're a designer or just an interested and curious consumer -- like me -- you'll find this presentation insightful and entertaining.