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Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.

Donald A. Norman

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Donald A. Norman
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More quotes by Donald A. Norman

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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.
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In design it is important to shoe the effect of an action. ... Feedback is critical.
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Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.
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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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If you're more susceptible to interruption, you do more out of the box thinking.
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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
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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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Attractive things work better.
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The hardest part of design ... is keeping features out.
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Forget the complaints against complexity instead, complain about confusion.
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It was always amusing to be inside Apple and read what journalists said we were doing
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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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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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Having the best product means nothing if the people won't buy it.
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
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Simplification is as much in the mind as it is in the device.
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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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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Academics get paid for being clever, not for being right.
Donald A. Norman
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I prefer design by experts - by people who know what they are doing
Donald A. Norman