Donald Norman

Professions :

So what does a good teacher do? Create tension - but just the right amount.

good good-teacher tension teacher

To me, error analysis is the sweet spot for improvement.

me analysis improvement sweet

User-centered design means working with your users all throughout the project.

project working your design

We expert teachers know that motivation and emotional impact are what matter.

teachers know matter teacher

Market segmentation s a natural result of the vast differences among people.

result differences natural people

As for all those mistakes I make - they are on purpose - to teach you how to deal with them.

mistakes you teach purpose

I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function.

elegance simplicity life believe

Knowing how people will use something is essential.

something will how people

And to get real work experience, you need a job, and most jobs will require you to have had either real work experience or a graduate degree.

job you experience work

Beauty and brains, pleasure and usability - they should go hand in hand.

hand go pleasure beauty

Sure, one can always get the students to relax and be happy - entertained, but although being laid back and relax can also lead to creativity, mostly it means that nothing much gets done.

be-happy relax creativity happy

You won't catch me giving clear lectures.

catch me you giving

Readers always seem to think that the author has some control over the design of their books.

control think always design

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.

information design perfect easy

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.

customer better service i-can

If you think the products don't match what you want from a product, don't buy it.

product think you want

Also note that invariably when we design something that can be used by those with disabilities, we often make it better for everyone.

everyone something better design

In my opinion, no single design is apt to be optimal for everyone.

everyone single design opinion

I believe that robots should only have faces if they truly need them.

need robots i-believe believe

Everyday people are not very good designers.

good design everyday people

Bruce Ellis

Brian O'Leary

Amanda Feilding

Astro Teller

Arvid Carlsson

Antonie van Leeuwenhoek