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So what does a good teacher do? Create tension - but just the right amount.

Donald A. Norman

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Donald A. Norman
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More quotes by 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 When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.
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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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The hardest part of design ... is keeping features out.
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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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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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I prefer design by experts - by people who know what they are doing
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If you're more susceptible to interruption, you do more out of the box thinking.
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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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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.
Donald A. Norman
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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.
Donald A. Norman
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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.
Donald A. Norman
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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.
Donald A. Norman
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The current paradigm is so thoroughly established that the only way to change is to start over again.
Donald A. Norman
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Forget the complaints against complexity instead, complain about confusion.
Donald A. Norman
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The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
Donald A. Norman
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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.
Donald A. Norman
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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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Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.
Donald A. Norman
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It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format
Donald A. Norman