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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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Having the best product means nothing if the people won't buy it.
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Only the most sophisticated of beings can lie and cheat, and get away with it.
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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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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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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 prefer design by experts - by people who know what they are doing
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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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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 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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The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
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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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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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The hardest part of design ... is keeping features out.
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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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