Tognazzini worked for Apple 14 years, where he founded the Apple Human Interface Group and acted as Apple's Human Interface Evangelist. He is currently a principal with the Nielsen Norman Group, a Silicon Valley based company specializing in human-computer interaction.
Although Apple is most famous for its design, Tognazzini doesn't spare his former employer (as most designers do by the way – I have yet to meet one who likes the design of the latest iMac). OS X has conquered the number two spot with its Dock. Windows doesn't even have a spot in the list (although it is mentioned).
There's room for suggestions, as Tognazzini hasn't come up with design flaws 8, 9 and 10 yet. I'm recommending he give the Start button in Windows some consideration: try explaining to a first time computer user that to switch off his computer, he needs to press "start".
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