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Academics get paid for being clever, not for being right.

Donald A. Norman

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Donald A. Norman
Right
Academics
Clever
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More quotes by 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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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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So what does a good teacher do? Create tension - but just the right amount.
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
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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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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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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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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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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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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Beauty and brains, pleasure and usability - they should go hand in hand.
Donald A. Norman
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The hardest part of design ... is keeping features out.
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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In design it is important to shoe the effect of an action. ... Feedback is critical.
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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Simplification is as much in the mind as it is in the device.
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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The major problems facing the development of products that are safer, less prone to error, and easier to use and understand are not technological: they are social and organizational.
Donald A. Norman
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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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It was always amusing to be inside Apple and read what journalists said we were doing
Donald A. Norman