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 More Quotes by Donald A. Norman More Quotes From Donald A. Norman Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence. Donald A. Norman self clever thinking The best kind of design isn't necessarily an object, a space, or a structure: it's a process- dynamic and adaptable. Donald A. Norman design space kind 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 games editing thinking 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. Donald A. Norman real work jobs The designer has an obligation to provide an appropriate conceptual model for the way that the device works. It doesn't have to completely accurate but it has to be sufficiently accurate that it will help in both the learning of the operation and also dealing with novel situations. Donald A. Norman design helping way Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions. Bad websites have horrible personalities and instill horrid emotional states in their users, usually unwittingly. We need to design things-products, websites, services-to convey whatever personality and emotions are desired. Donald A. Norman emotional views people In their work, designers often become expert with the device they are designing. Users are often expert at the task they are trying to perform with the device. [...] Professional designers are usually aware of the pitfalls. But most design is not done by professional designers, it is done by engineers, programmers, and managers. Donald A. Norman pitfalls design trying AS for all those mistakes I make - they are on purpose - to teach you how to deal with them Donald A. Norman teach purpose mistake 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 tendencies thinking Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications. Donald A. Norman simplicity want long 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 information design perfect We delude ourselves if we believe that skilled behavior is easy, that it can come about without effort. We forget the years of tuning, of learning and practice it takes to be skilled at even the most fundamental of human activities: eating, walking, talking, reading, and writing. It is tempting to want instant gratification - immediate expert performance and experiential pleasure - but the truth is that this primarily occurs only after considerable amounts of accretion and tuning. Donald A. Norman reading writing believe Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from technology's defecits and those who benefit are not the same people. Donald A. Norman technology suffering people 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 use trying book Academics get paid for being clever, not for being right. Donald A. Norman paid clever The argument is not between adding features and simplicity, between adding capability and usability. The real issue is about design: designing things that have the power required for the job while maintaining understandabili ty, the feeling of control, and the pleasure of accomplishment. Donald A. Norman issues real jobs A big ethical question is what happens after people stop using the device. Does it degrade the environment? Could it have been designed so it would actually be good for the environment? Donald A. Norman ethical-questions aggravation people Creeping featurism is a disease, fatal if not treated promptly. There are some cures, but, as usual, the best approach is to practice preventative medicine. Donald A. Norman medicine usual practice Everyday people are not very good designers. Donald A. Norman designer everyday people Our information lives will be better served when we are free to get to our information from wherever we are, with any device available. Donald A. Norman available devices information
