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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.

Donald A. Norman

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Donald A. Norman
Feeling
Understanding
Feelings
Also
Usability
Feel
Behavioral
Feels
Includes
Design
Control

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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When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the modern computer and electronics industries—it's not your fault. Don't blame yourself: blame the designer.
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It is the duty of machines and those who design them to understand people. It is not our duty to understand the arbitrary, meaningless dictates of machines.
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Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player.
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The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
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In design it is important to shoe the effect of an action. ... Feedback is critical.
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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Go to the bookstore and look at how many bookshelves are filled with books trying to explain how to work the devices. We don't see shelves of books on how to use television sets, telephones, refrigerators or washing machines. Why should we for computer-based applications?
Donald A. Norman
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The hardest part of design ... is keeping features out.
Donald A. Norman
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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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To me, error analysis is the sweet spot for improvement.
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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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
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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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It was always amusing to be inside Apple and read what journalists said we were doing
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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.
Donald A. Norman
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Forget the complaints against complexity instead, complain about confusion.
Donald A. Norman
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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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I prefer design by experts - by people who know what they are doing
Donald A. Norman
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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
Donald A. Norman