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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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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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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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Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.
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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
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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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To me, error analysis is the sweet spot for improvement.
Donald A. Norman
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Having the best product means nothing if the people won't buy it.
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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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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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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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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It was always amusing to be inside Apple and read what journalists said we were doing
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As the technology matures, it becomes less and less relevant. The technology is taken for granted. Now, new customers enter the marketplace, customers who are not captivated by technology, but who instead want reliability, convenience, no fuss or bother, and low cost.
Donald A. Norman
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The hardest part of design ... is keeping features out.
Donald A. Norman
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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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What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.
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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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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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