Donald Norman
Donald Norman

So what does a good teacher do? Create tension - but just the right amount.

Donald Norman
Donald Norman

Beauty and brains, pleasure and usability - they should go hand in hand.

Donald Norman
Donald Norman

We expert teachers know that motivation and emotional impact are what matter.

Donald Norman
Donald Norman

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 Norman
Donald Norman

User-centered design means working with your users all throughout the project.

Donald Norman
Donald Norman

Market segmentation s a natural result of the vast differences among people.

Donald Norman
Donald Norman

Also note that invariably when we design something that can be used by those with disabilities, we often make it better for everyone.

Donald Norman
Donald Norman

To me, error analysis is the sweet spot for improvement.

Donald Norman
Donald Norman

Sure, one can always get the students to relax and be happy - entertained, but although being laid back and relax can also lead to creativity, mostly it means that nothing much gets done.

Donald Norman
Donald Norman

In my opinion, no single design is apt to be optimal for everyone.

Donald Norman
Donald Norman

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 Norman
Donald Norman

I believe that robots should only have faces if they truly need them.

Donald Norman
Donald Norman

Knowing how people will use something is essential.

Donald Norman
Donald Norman

Everyday people are not very good designers.

Donald Norman
Donald Norman

I prefer design by experts - by people who know what they are doing.

Donald Norman
Donald Norman

Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that.

Donald Norman
Donald 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.

Donald Norman
Donald Norman

Scientists are always skeptics.

Donald Norman
Donald Norman

You won't catch me giving clear lectures.

Donald Norman
Donald Norman

As for all those mistakes I make - they are on purpose - to teach you how to deal with them.