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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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Donald A. Norman
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More quotes by Donald A. Norman

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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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So what does a good teacher do? Create tension - but just the right amount.
Donald A. Norman
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If you think the products don't match what you want from a product, don't buy it.
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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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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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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If you're more susceptible to interruption, you do more out of the box thinking.
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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The hardest part of design ... is keeping features out.
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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Forget the complaints against complexity instead, complain about confusion.
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'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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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
Donald A. Norman
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Having the best product means nothing if the people won't buy it.
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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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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Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.
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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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