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" 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. "

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" 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

Disabilities

Design

Better

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

" Readers always seem to think that the author has some control over the design of their books. "

" 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. "

" I've been looking at the iPod- the Apple iPod. One of the interesting things about the iPod, one of the things that people love most about it is not the technology; it's the box it comes in. "

" 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. "

" The problem with emotion was that it was clearly something important, but-at least according to the old philosophy-it was something to overcome. "

" A big ethical question is what happens after people stop using the device. Does it degrade the environment? Could it have been designed so it would actually be good for the environment? "

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

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

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

" If you think the products don't match what you want from a product, don't buy it. "

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

Donald Norman

Beauty

Brains

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

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

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

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

" Our information lives will be better served when we are free to get to our information from wherever we are, with any device available. "

" You won't catch me giving clear lectures. "

" Scientists are always skeptics. "

Donald Norman

Scientists

Always

" Everyday people are not very good designers. "

" 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. "

" I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting. "

" I believe that the Apple Shuffle is an excellent compromise among the conflicting requirements of simplicity, elegance, size, battery life, and function. "

" Knowing how people will use something is essential. "

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