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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

Donald A. Norman

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Donald A. Norman
Needs
Breakthroughs
Breakthrough
Product
Discover
Products
Nobody
Come
Need

More quotes by Donald A. Norman

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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
Donald A. Norman
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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.
Donald A. Norman
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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.
Donald A. Norman
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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.
Donald A. Norman
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Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.
Donald A. Norman
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AS for all those mistakes I make - they are on purpose - to teach you how to deal with them
Donald A. Norman
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The current paradigm is so thoroughly established that the only way to change is to start over again.
Donald A. Norman
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Simplification is as much in the mind as it is in the device.
Donald A. Norman
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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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I believe that robots should only have faces if they truly need them
Donald A. Norman
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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.
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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Only the most sophisticated of beings can lie and cheat, and get away with it.
Donald A. Norman
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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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I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.
Donald A. Norman
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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.
Donald A. Norman
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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.
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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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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So what does a good teacher do? Create tension - but just the right amount.
Donald A. Norman