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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

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Donald A. Norman
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Everything
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To me, error analysis is the sweet spot for improvement.
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I prefer design by experts - by people who know what they are doing
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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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In design it is important to shoe the effect of an action. ... Feedback is critical.
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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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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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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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In my opinion, no single design is apt to be optimal for everyone.
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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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It was always amusing to be inside Apple and read what journalists said we were doing
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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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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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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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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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Beauty and brains, pleasure and usability - they should go hand in hand.
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So what does a good teacher do? Create tension - but just the right amount.
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If you're more susceptible to interruption, you do more out of the box thinking.
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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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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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