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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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Donald A. Norman
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More quotes by Donald A. Norman

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I prefer design by experts - by people who know what they are doing
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It was always amusing to be inside Apple and read what journalists said we were doing
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Readers always seem to think that the author has some control over the design of their books.
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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If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.
Donald A. Norman
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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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If you think the products don't match what you want from a product, don't buy it.
Donald A. Norman
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The hardest part of design ... is keeping features out.
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.
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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It is the duty of machines and those who design them to understand people. It is not our duty to understand the arbitrary, meaningless dictates of machines.
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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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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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?
Donald A. Norman
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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.
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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To me, error analysis is the sweet spot for improvement.
Donald A. Norman
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So what does a good teacher do? Create tension - but just the right amount.
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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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