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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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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.
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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 you're more susceptible to interruption, you do more out of the box thinking.
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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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Go to the bookstore and look at how many bookshelves are filled with books trying to explain how to work the devices. We don't see shelves of books on how to use television sets, telephones, refrigerators or washing machines. Why should we for computer-based applications?
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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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Only the most sophisticated of beings can lie and cheat, and get away with it.
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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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Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.
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I believe that robots should only have faces if they truly need them
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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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I prefer design by experts - by people who know what they are doing
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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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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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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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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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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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If you think the products don't match what you want from a product, don't buy it.
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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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To me, error analysis is the sweet spot for improvement.
Donald A. Norman