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Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.

Donald A. Norman

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Donald A. Norman
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More quotes by Donald A. Norman

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If you think the products don't match what you want from a product, don't buy it.
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In design it is important to shoe the effect of an action. ... Feedback is critical.
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The world is complex, and so too must be the activities that we perform. But that doesn't mean that we must live in continual frustration. No. The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.
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I believe that robots should only have faces if they truly need them
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I'm not a fan of technology . I'm a fan of pedagogy, of understanding how people learn and the most effective learning methods. But technology enables some exciting changes.
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Attractive things work better.
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If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.
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It was always amusing to be inside Apple and read what journalists said we were 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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I prefer design by experts - by people who know what they are doing
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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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I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function
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No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service - from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That's systems thinking.
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Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.
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Simplification is as much in the mind as it is in the device.
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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
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So what does a good teacher do? Create tension - but just the right amount.
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The major problems facing the development of products that are safer, less prone to error, and easier to use and understand are not technological: they are social and organizational.
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In my opinion, no single design is apt to be optimal for everyone.
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