“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.” TryingDoneDesignTasksManagersExpertsDesignerDevicesUsersEngineersProgrammersPitfalls Author:Donald A. Norman
“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
“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.” PeopleNeedsStatesViewsEmotionDesignEmotionalProductsPersonalityIntentionHorribleDesignerUsersSignalsWebsiteInstill Author:Donald A. Norman
“Too many companies believe that all they must do is provide a 'neat' technology or some 'cool' product or, sometimes, just good, solid engineering. Nope. All of those are desirable (and solid engineering is a must), but there is much more to a successful product than that: understanding how the product is to be used, design, engineering, positioning, marketing, branding-all matter. It requires designing the Total User Experience.” BelieveSometimesMatterUsedUnderstandingCompanyTechnologySuccessfulDesignProductsMarketingUsersEngineeringBrandingDesirableNeatUser Experience 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
“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.” IfsFirstsMatterWholeRealityMemoriesWonderfulExampleProductsExcuseOpeningUsersPackagesOur MemoriesTotalityGood ExamplesUser Experience Author:Donald A. Norman
“User-centered design means working with your users all throughout the project.” MeanDesignProjectsUsers Author:Donald A. Norman
“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.” DesignCommunicationAppearanceDesignerDevicesUsersGood Design Author:Donald A. Norman
