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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

Donald A. Norman

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Donald A. Norman
Compromise
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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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The current paradigm is so thoroughly established that the only way to change is to start over again.
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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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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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Having the best product means nothing if the people won't buy it.
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It was always amusing to be inside Apple and read what journalists said we were doing
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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 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.
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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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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
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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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Simplification is as much in the mind as it is in the device.
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Academics get paid for being clever, not for being right.
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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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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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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 prefer design by experts - by people who know what they are doing
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Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.
Donald A. Norman
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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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