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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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Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.
Donald A. Norman
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Hypertext makes a virtue out of lack of organization, allowing ideas and thoughts to be juxtaposed at will. [...] The advent of hypertext is apt to make writing much more difficult, not easier. Good writing, that is.
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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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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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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It was always amusing to be inside Apple and read what journalists said we were doing
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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Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.
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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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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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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Academics get paid for being clever, not for being right.
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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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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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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Attractive things work better.
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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Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
Donald A. Norman
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Simplification is as much in the mind as it is in the device.
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