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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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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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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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If you're more susceptible to interruption, you do more out of the box thinking.
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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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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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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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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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If you think the products don't match what you want from a product, don't buy it.
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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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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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Academics get paid for being clever, not for being right.
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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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Simplification is as much in the mind as it is in the device.
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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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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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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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Beauty and brains, pleasure and usability - they should go hand in hand.
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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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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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