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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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Donald A. Norman
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More quotes by 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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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.
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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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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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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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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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Readers always seem to think that the author has some control over the design of their books.
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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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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To me, error analysis is the sweet spot for improvement.
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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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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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
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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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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Beauty and brains, pleasure and usability - they should go hand in hand.
Donald A. Norman
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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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The hardest part of design ... is keeping features out.
Donald A. Norman
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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
Donald A. Norman