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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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More quotes by 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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So what does a good teacher do? Create tension - but just the right amount.
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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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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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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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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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In design it is important to shoe the effect of an action. ... Feedback is critical.
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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
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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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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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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.
Donald A. Norman
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Academics get paid for being clever, not for being right.
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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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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.
Donald A. Norman
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I prefer design by experts - by people who know what they are doing
Donald A. Norman
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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.
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
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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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Only the most sophisticated of beings can lie and cheat, and get away with it.
Donald A. Norman