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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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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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Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.
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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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The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
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Forget the complaints against complexity instead, complain about confusion.
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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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Only the most sophisticated of beings can lie and cheat, and get away with it.
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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.
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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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Readers always seem to think that the author has some control over the design of their books.
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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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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.
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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.
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To me, error analysis is the sweet spot for improvement.
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The world is complex, and so too must be the activities that we perform. But that doesn't mean that we must live in continual frustration. No. The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.
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.
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It was always amusing to be inside Apple and read what journalists said we were doing
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
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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.
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Having the best product means nothing if the people won't buy it.
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