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To me, error analysis is the sweet spot for improvement.

Donald A. Norman

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Donald A. Norman
Sweet
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More quotes by 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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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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So what does a good teacher do? Create tension - but just the right amount.
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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In design it is important to shoe the effect of an action. ... Feedback is critical.
Donald A. Norman
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Academics get paid for being clever, not for being right.
Donald A. Norman
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Attractive things work better.
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.
Donald A. Norman
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The world is complex, and so too must be the activities that we perform. But that doesn't mean that we must live in continual frustration. No. The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.
Donald A. Norman
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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.
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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Only the most sophisticated of beings can lie and cheat, and get away with it.
Donald A. Norman
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Beauty and brains, pleasure and usability - they should go hand in hand.
Donald A. Norman
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In my opinion, no single design is apt to be optimal for everyone.
Donald A. Norman
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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.
Donald A. Norman
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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.
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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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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AS for all those mistakes I make - they are on purpose - to teach you how to deal with them
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