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I believe that robots should only have faces if they truly need them

Donald A. Norman

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Donald A. Norman
Faces
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In design it is important to shoe the effect of an action. ... Feedback is critical.
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Forget the complaints against complexity instead, complain about confusion.
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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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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 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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Simplification is as much in the mind as it is in the device.
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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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If you think the products don't match what you want from a product, don't buy it.
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Academics get paid for being clever, not for being right.
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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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We are victims of our own success. We have let technology lead the way, pushing ever faster to newer, faster, and more powerful systems, with nary a moment to rest, contemplate, and to reflect upon why, how, and for whom all this energy has been expended.
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In my opinion, no single design is apt to be optimal for everyone.
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Only the most sophisticated of beings can lie and cheat, and get away with it.
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User experience is really the whole totality. Opening the package good example. It's the total experience that matters. And that starts from when you first hear about a product experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental 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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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
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If you're more susceptible to interruption, you do more out of the box thinking.
Donald A. Norman
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It was always amusing to be inside Apple and read what journalists said we were 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.
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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.
Donald A. Norman