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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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Donald A. Norman
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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 believe that robots should only have faces if they truly need them
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Readers always seem to think that the author has some control over the design of their books.
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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.
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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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In design it is important to shoe the effect of an action. ... Feedback is critical.
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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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Academics get paid for being clever, not for being right.
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The current paradigm is so thoroughly established that the only way to change is to start over again.
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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
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AS for all those mistakes I make - they are on purpose - to teach you how to deal with them
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Simplification is as much in the mind as it is in the device.
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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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The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
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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.
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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.
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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.
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Beauty and brains, pleasure and usability - they should go hand in hand.
Donald A. Norman
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Attractive things work better.
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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