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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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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.
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Attractive things work better.
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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.
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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
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To me, error analysis is the sweet spot for improvement.
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Only the most sophisticated of beings can lie and cheat, and get away with it.
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I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function
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Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that
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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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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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Academics get paid for being clever, not for being right.
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I'm not a fan of technology . I'm a fan of pedagogy, of understanding how people learn and the most effective learning methods. But technology enables some exciting changes.
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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.
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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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Beauty and brains, pleasure and usability - they should go hand in hand.
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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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Readers always seem to think that the author has some control over the design of their books.
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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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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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If you're more susceptible to interruption, you do more out of the box thinking.
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