“Change the attitude toward errors. Think of an object's user as attempting to do a task, getting there by imperfect approximations. Don't think of the user as making errors; think of the actions as approximations of what is desired.” ThinkingActionAttitudeObjectsTasksErrorsImperfectUsersAttemptingApproximation Author:Donald A. Norman
“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.” ThinkingUseGamesEffectsParticularComputerCreatingTasksDirectDrawingInvisibleManipulationEditingPlaying GamesComputer SystemsDrawing Pictures Author:Donald A. Norman
“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.” ThinkingFirstsHelpingTogetherStageProductsReflectionIntentionFinalsIslandsWorking TogetherInitialsIntegratedMaintenanceUsageSystems Thinking Author:Donald A. Norman
“If you think of the product as a service, then the separate parts make no sense - the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product's components.” IfsThinkingMeanMadeRealWholeValuesProductsOffersOwnersComponentsTotalityGreat ExperiencesReal Value Author:Donald A. Norman
“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.” ThinkingShouldTogetherGoalForgetCompanySuccessfulGroupsDisciplineMissionsDividesUsersUser ExperienceSuccessful Company Author:Donald A. Norman
“Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.” IfsThinkingSelfCleverSophisticatedIndulgenceThumbsSelf Indulgence Author:Donald A. Norman
“If you're more susceptible to interruption, you do more out of the box thinking.” IfsThinkingDesignBoxesSusceptibleInterruptions Author:Donald A. Norman
“If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.” PeopleIfsThinkingProductsRight ThingDesignerBuyingUsualDoing The Right Thing Author:Donald A. Norman
“The designer shouldn't think of a simple dichotomy between errors and correct behavior; rather, the entire interaction should be treated as a cooperative endeavor between person and machine, one in which misconceptions can arise on either side.” ThinkingShouldPersonsSidesSimpleBehaviorMachinesErrorsAriseTreatedDesignerEndeavorInteractionMisconceptionCooperativesDichotomy Author:Donald A. Norman
“Readers always seem to think that the author has some control over the design of their books.” ThinkingWritingBookSeemsDesignReader Author:Donald A. Norman
“I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.” ThinkingTendencies Author:Donald A. Norman
“If you think the products don't match what you want from a product, don't buy it.” IfsThinkingWantProductsWhat You Want Author:Donald A. Norman
