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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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Donald A. Norman
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More quotes by Donald A. Norman

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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.
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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It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format
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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Attractive things work better.
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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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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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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To me, error analysis is the sweet spot for improvement.
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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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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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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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Academics get paid for being clever, not for being right.
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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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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In my opinion, no single design is apt to be optimal for everyone.
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 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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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