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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
Design
Control
Feeling
Understanding
Feelings
Also
Usability
Feel
Behavioral
Feels
Includes

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Simplification is as much in the mind as it is in the device.
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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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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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Attractive things work better.
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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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Only the most sophisticated of beings can lie and cheat, and get away with it.
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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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Academics get paid for being clever, not for being right.
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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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If you're more susceptible to interruption, you do more out of the box thinking.
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The current paradigm is so thoroughly established that the only way to change is to start over again.
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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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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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To me, error analysis is the sweet spot for improvement.
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It was always amusing to be inside Apple and read what journalists said we were doing
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It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people's lives.
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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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Good design is also an act of communication between the designer and the user, except that all the communication has to come about by the appearance of the device itself. The device must explain itself.
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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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Having the best product means nothing if the people won't buy it.
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