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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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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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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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Forget the complaints against complexity instead, complain about confusion.
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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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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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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 design it is important to shoe the effect of an action. ... Feedback is critical.
Donald A. Norman
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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.
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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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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In my opinion, no single design is apt to be optimal for everyone.
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
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Only the most sophisticated of beings can lie and cheat, and get away with it.
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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The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
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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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.
Donald A. Norman
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Having the best product means nothing if the people won't buy it.
Donald A. Norman