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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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Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.
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Beauty and brains, pleasure and usability - they should go hand in hand.
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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.
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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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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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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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Attractive things work better.
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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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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.
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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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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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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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If you're more susceptible to interruption, you do more out of the box thinking.
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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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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Only the most sophisticated of beings can lie and cheat, and get away with it.
Donald A. Norman
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Academics get paid for being clever, not for being right.
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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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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I believe that robots should only have faces if they truly need them
Donald A. Norman