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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
Among
Requirements
Believe
Apple
Life
Apples
Compromise
Battery
Excellent
Shuffle
Simplicity
Conflicting
Size
Batteries
Function
Elegance

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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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Attractive things work better.
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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.
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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 design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
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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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The hardest part of design ... is keeping features out.
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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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To me, error analysis is the sweet spot for improvement.
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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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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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In my opinion, no single design is apt to be optimal for everyone.
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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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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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Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.
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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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Having the best product means nothing if the people won't buy it.
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Academics get paid for being clever, not for being right.
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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.
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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
Donald A. Norman