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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.

Donald A. Norman

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Donald A. Norman
Needless
Complication
Acceptable
Complexity
Simplicity
Avoid
Necessary
Complications
Long
Intelligible

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So what does a good teacher do? Create tension - but just the right amount.
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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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Only the most sophisticated of beings can lie and cheat, and get away with it.
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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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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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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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In my opinion, no single design is apt to be optimal for everyone.
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Academics get paid for being clever, not for being right.
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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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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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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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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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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 current paradigm is so thoroughly established that the only way to change is to start over again.
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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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I believe that robots should only have faces if they truly need them
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The hardest part of design ... is keeping features out.
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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