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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
Feel
Behavioral
Feels
Includes
Design
Control
Feeling
Understanding
Feelings
Also
Usability

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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.
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What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.
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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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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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Hypertext makes a virtue out of lack of organization, allowing ideas and thoughts to be juxtaposed at will. [...] The advent of hypertext is apt to make writing much more difficult, not easier. Good writing, that is.
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Attractive things work better.
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When I use a direct manipulation system whether for text editing, drawing pictures, or creating and playing games I do think of myself not as using a computer but as doing the particular task. The computer is, in effect, invisible. The point cannot be overstressed: make the computer system invisible.
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To me, error analysis is the sweet spot for improvement.
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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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Innocence lost is not easily regained. The designer simply cannot predict the problems people will have, the misinterpretations that will arise, and the errors that will get made.
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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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Readers always seem to think that the author has some control over the design of their books.
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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 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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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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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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Academics get paid for being clever, not for being right.
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The hardest part of design ... is keeping features out.
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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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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
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