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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
Design
Cases
Goes
Information
Format
Perfect
Relatively
Easy
Required
Everything
Proper
Right
Available

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Having the best product means nothing if the people won't buy it.
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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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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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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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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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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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I prefer design by experts - by people who know what they are doing
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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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The hardest part of design ... is keeping features out.
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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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Simplification is as much in the mind as it is in the device.
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To me, error analysis is the sweet spot for improvement.
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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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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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AS for all those mistakes I make - they are on purpose - to teach you how to deal with them
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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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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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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.
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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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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
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