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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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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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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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The hardest part of design ... is keeping features out.
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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Attractive things work better.
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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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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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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To me, error analysis is the sweet spot for improvement.
Donald A. Norman
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When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the modern computer and electronics industries—it's not your fault. Don't blame yourself: blame the designer.
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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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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Forget the complaints against complexity instead, complain about confusion.
Donald A. Norman
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Innocence lost is not easily regained. The designer simply cannot predict the problems people will have, the misinterpretations that will arise, and the errors that will get made.
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 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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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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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
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Beauty and brains, pleasure and usability - they should go hand in hand.
Donald A. Norman