“As the technology matures, it becomes less and less relevant. The technology is taken for granted. Now, new customers enter the marketplace, customers who are not captivated by technology, but who instead want reliability, convenience, no fuss or bother, and low cost.” WantTechnologyTakenCostLowsCustomersGrantedBotherRelevantConvenienceMarketplaceTaken For GrantedReliabilityCaptivated Author:Donald A. Norman
“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.” IfsWantWritingYearsBelieveHumansReadingEasyForgetPleasureEffortTalkingPracticeAmountWalkingTruth IsActivityBehaviorEatingPerformancesFundamentalsInstantExpertsGratificationTemptingHuman ActivityReading And WritingTuningInstant Gratification Author:Donald A. Norman
“Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.” WantLongSimplicityComplexityAcceptableComplication Author:Donald A. Norman
“Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well, the distinctive advantage goes to those who provide pleasure and enjoyment while maintaining the power. If functions are equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion.” IfsWantWellsTodayPleasureEmotionCompanyProductsAdvantageFunctionAppealsEnjoymentMaintainingCognitionDistinctive 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
