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Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.

Donald A. Norman

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Donald A. Norman
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More quotes by Donald A. Norman

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Readers always seem to think that the author has some control over the design of their books.
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As the technology matures, it becomes less and less relevant. The technology is taken for granted. Now, new customers enter the marketplace, customers who are not captivated by technology, but who instead want reliability, convenience, no fuss or bother, and low cost.
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I prefer design by experts - by people who know what they are doing
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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format
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The current paradigm is so thoroughly established that the only way to change is to start over again.
Donald A. Norman
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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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So what does a good teacher do? Create tension - but just the right amount.
Donald A. Norman
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If you're more susceptible to interruption, you do more out of the box thinking.
Donald A. Norman
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Simplification is as much in the mind as it is in the device.
Donald A. Norman
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I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience everybody should own it.
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Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that
Donald A. Norman
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Attractive things work better.
Donald A. Norman
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I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.
Donald A. Norman
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AS for all those mistakes I make - they are on purpose - to teach you how to deal with them
Donald A. Norman
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Having the best product means nothing if the people won't buy it.
Donald A. Norman
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Only the most sophisticated of beings can lie and cheat, and get away with it.
Donald A. Norman
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It was always amusing to be inside Apple and read what journalists said we were doing
Donald A. Norman
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To me, error analysis is the sweet spot for improvement.
Donald A. Norman
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User experience is really the whole totality. Opening the package good example. It's the total experience that matters. And that starts from when you first hear about a product experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.
Donald A. Norman