Don Norman

October 27, 2009 § Leave a comment

don_normanProducts do not stand in isolation. They exist in the real, complex world, with unforgiving people, continual interruptions, and an unforgiving environment.  How to cope? Think systems.  Don’t be too logical.  Realize that everything is both a service and a product. Understand that the total experience is more important than functions, the memory of the experiences is more important than the reality,  and emotions are more important than logic.  It’s all about experience.

Don Norman is the author or co-author of fourteen books, with translations into sixteen languages, including: The Design of Everyday Things, Things That Make Us Smart, and The Invisible Computer: Why good products can fail, the PC is so complex, and information appliances are the answer. Business Week has called this “the bible of the ‘post PC’ thinking.” His latest book, Emotional

Design: Why we love (or hate) everyday things, is available in 9 languages. This book marks the transition from usability to aesthetics, but with the emphasis on a well-rounded, cohesive product that looks good, works well, and gives pride to the owner.

Norman is cofounder of the Nielsen Norman Group, an executive consulting firm that helps companies produce human-centered products and services, Professor at Northwestern University, Prof. Emeritus of the University of California, San Diego, and co-director of Northwestern’s Segal Design Institute; founded by Crate & Barrel creators Gordon and Carole Segal. He has been Vice President of Apple Computer and an executive at Hewlett Packard. He was President of the Learning Systems division of UNext, an early, online education company.


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