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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
Inside
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Always
Amusing
Journalists
Apple
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More quotes by 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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Readers always seem to think that the author has some control over the design of their books.
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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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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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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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How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
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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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 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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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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If you're more susceptible to interruption, you do more out of the box thinking.
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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Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.
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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I believe that robots should only have faces if they truly need them
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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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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In design it is important to shoe the effect of an action. ... Feedback is critical.
Donald A. Norman