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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
Feels
Includes
Design
Control
Feeling
Understanding
Feelings
Also
Usability
Feel
Behavioral

More quotes by Donald A. Norman

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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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The hardest part of design ... is keeping features out.
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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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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.
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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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To me, error analysis is the sweet spot for improvement.
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We are victims of our own success. We have let technology lead the way, pushing ever faster to newer, faster, and more powerful systems, with nary a moment to rest, contemplate, and to reflect upon why, how, and for whom all this energy has been expended.
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Forget the complaints against complexity instead, complain about confusion.
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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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If you're more susceptible to interruption, you do more out of the box thinking.
Donald A. Norman
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Readers always seem to think that the author has some control over the design of their books.
Donald A. Norman
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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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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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It was always amusing to be inside Apple and read what journalists said we were doing
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Attractive things work better.
Donald A. Norman
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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.
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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I believe that robots should only have faces if they truly need them
Donald A. Norman
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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
Donald A. Norman