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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.

Donald A. Norman

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Donald A. Norman
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To me, error analysis is the sweet spot for improvement.
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Attractive things work better.
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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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If you think the products don't match what you want from a product, don't buy it.
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I prefer design by experts - by people who know what they are doing
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Only the most sophisticated of beings can lie and cheat, and get away with it.
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Go to the bookstore and look at how many bookshelves are filled with books trying to explain how to work the devices. We don't see shelves of books on how to use television sets, telephones, refrigerators or washing machines. Why should we for computer-based applications?
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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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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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The current paradigm is so thoroughly established that the only way to change is to start over again.
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The hardest part of design ... is keeping features out.
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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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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.
Donald A. Norman
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Academics get paid for being clever, not for being right.
Donald A. Norman
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In my opinion, no single design is apt to be optimal for everyone.
Donald A. Norman
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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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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 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.
Donald A. Norman
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Forget the complaints against complexity instead, complain about confusion.
Donald A. Norman
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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