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These are important principles, but they ignore the problems of sustainability, inequity, and bias. In addition, the emphasis is usually on the immediate issues, not the long-term impact. In other words, they describe the way we did things in the past, not the issues in this book, and not the way we need to do things in the future.
Don Norman
Cognitive scientist and designer; author of The Design of Everyday Things; co-founder of Nielsen Norman Group; former vice president at Apple; founding director of the Design Lab at UC San Diego.
Don Norman did not write this page. What is this?
It collects the places they publish and what they have said there, each linked to the source. They have no account here. Is this you? Claim it, correct it, or ask us to remove it from ppll.
Where they publish
Beliefs
Korrents What they believe 12 beliefs, 1 changed mind — each backed by an exact quote.
Each is a — compiled by korrents.com, not by them: the one-line wordings are korrents', the quotes are theirs.
Recent
Human-centred design ignores sustainability, inequity and bias, so design has to move to humanity-centred design that covers the whole ecosystem and the long term.
These are important principles, but they ignore the problems of sustainability, inequity, and bias. In addition, the emphasis is usually on the immediate issues, not the long-term impact. In other words, they describe the way we did things in the past, not the issues in this book, and not the way we need to do things in the future.
Human-Centered versus Humanity-Centered Design Said 28 Mar 2023
What gets called human error is design error: technology-centred design makes people do what machines are good at and then blames them.
Human error is blamed for over 90 percent of industrial and automobile accidents. It is the leading cause of aviation accidents, and medical error is reported to be the third-largest cause of death in the entire United States. Horrifying? Yes, but why do we label it “human error”? It is design error.
People-Centered (Not Tech-Driven) Design Said 26 Jul 2019
Machines should do the parts of a task that people are bad at, so that people and technology work as partners on human terms.
Instead of having people do the parts of a task that machines are bad at, let’s reverse the process and have machines do the parts that people are bad at. Instead of requiring people to work on technology’s terms, require the machines to work on human terms.
People-Centered (Not Tech-Driven) Design Said 26 Jul 2019
Show 9 more
Human-centred design starts by solving the root issue rather than the problem as presented, which is usually the symptom.
Solve the fundamental, underlying issues, not the symptoms. We recommend starting with field studies and observations of actual practice (an applied ethnography). Ask “why?” at each issue.
The Four Fundamental Principles of Human-Centered Design and Application Said 23 Jul 2019
Experts should supply the facts and leave the methods to the people affected: a community will trust and implement a solution it chose itself, even one identical to the expert's.
If the people can decide, even if they come up with the same, identical solution as the expert people or machines, they will trust them, implement them, and abide with them.
The Four Fundamental Principles of Human-Centered Design and Application Said 23 Jul 2019
The rule to defer judgment encourages design by committee; effective teams do not defer criticism, they create through it.
We challenge this approach. It encourages design by committee and infuses a superficial sense of collaboration that leads to compromises and weakens ideas. Our view, the product of years of studies of and participation in innovation projects, is that effective teams do not defer critical reflection; they create through criticism.
Why Criticism Is Good for Creativity Said 22 Jul 2019
For designers, signifiers matter more than affordances: affordances control what is possible, signifiers are how a product communicates what to do.
Affordances control what actions are possible. For designers, signifiers are far more important. Signifiers are how communication takes place, how one signals the appropriate controls and operations.
A Great Product Ruined Said 20 Sept 2014
Design thinking is practised by all great thinkers, but design is the one field that tries to teach it as a systematic method rather than leave it to the exceptional.
I was correct in my original article: what we call design thinking is practiced in some form or other by all great thinkers, whether in literature or art, music or science, engineering or business. But the difference is that in design, there is an attempt to teach it as a systematic, practice-defining method of creative innovation.
Rethinking Design Thinking Said 19 Mar 2013
Breakthroughs come from questioning the obvious, and the outsider's stupid question is where that power lies.
It is by questioning the obvious that we make great progress. This is where breakthroughs come from. We need to question the obvious, to reformulate our beliefs, and to redefine existing solutions, approaches, and beliefs. That is design thinking.
Rethinking Design Thinking Said 19 Mar 2013
Design research is great for improving existing product categories but essentially useless for new, innovative breakthroughs.
I’ve come to a disconcerting conclusion: design research is great when it comes to improving existing product categories but essentially useless when it comes to new, innovative breakthroughs.
Technology First, Needs Last Said 5 Dec 2009
Technology comes first, invention second and needs last: grand conceptual inventions happen because technology has made them possible, and the need develops afterwards.
Technology first, invention second, needs last.
Technology First, Needs Last Said 5 Dec 2009
The most frequent business gains come from small incremental innovations, while most revolutionary innovations fail.
But if you examine the business impact of innovation, you will soon discover that the most frequent gains come from the small, incremental innovations, changes that lower costs, add some simple features, and smooth out the rough edges of a product.
Technology First, Needs Last Said 5 Dec 2009
What is a korrent?
A korrent is a belief a person has stated in their own words: one sentence stating the claim, backed by a quote and a source, kept at korrents.com.
Under a name here, the quoted block is what they actually said. The korrent beneath it is the claim those words support, in korrents' wording — tap it to see the record, its source, and who else holds it.
Nobody here wrote their own korrents. They are compiled from public statements, and a person can change their mind, which is recorded too.
Feed
As its own page →Hiding
28 March 2023
26 July 2019
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Instead of having people do the parts of a task that machines are bad at, let’s reverse the process and have machines do the parts that people are bad at. Instead of requiring people to work on technology’s terms, require the machines to work on human terms.
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Human error is blamed for over 90 percent of industrial and automobile accidents. It is the leading cause of aviation accidents, and medical error is reported to be the third-largest cause of death in the entire United States. Horrifying? Yes, but why do we label it “human error”? It is design error.
23 July 2019
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If the people can decide, even if they come up with the same, identical solution as the expert people or machines, they will trust them, implement them, and abide with them.
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Solve the fundamental, underlying issues, not the symptoms. We recommend starting with field studies and observations of actual practice (an applied ethnography). Ask “why?” at each issue.
22 July 2019
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We challenge this approach. It encourages design by committee and infuses a superficial sense of collaboration that leads to compromises and weakens ideas. Our view, the product of years of studies of and participation in innovation projects, is that effective teams do not defer critical reflection; they create through criticism.
20 September 2014
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Affordances control what actions are possible. For designers, signifiers are far more important. Signifiers are how communication takes place, how one signals the appropriate controls and operations.
19 March 2013
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Was
Design thinking is a public relations term for good, old-fashioned creative thinking. It is not restricted to designers. Great artists, great engineers, great scientists all break out of the boundaries. Great designers are no different.
Now
As a result, I have changed my mind: Design Thinking really is special. Alas, it isn't embraced by all designers, but where it exists, it is powerful.
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It is by questioning the obvious that we make great progress. This is where breakthroughs come from. We need to question the obvious, to reformulate our beliefs, and to redefine existing solutions, approaches, and beliefs. That is design thinking.
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I was correct in my original article: what we call design thinking is practiced in some form or other by all great thinkers, whether in literature or art, music or science, engineering or business. But the difference is that in design, there is an attempt to teach it as a systematic, practice-defining method of creative innovation.
5 December 2009
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But if you examine the business impact of innovation, you will soon discover that the most frequent gains come from the small, incremental innovations, changes that lower costs, add some simple features, and smooth out the rough edges of a product.
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Technology first, invention second, needs last.
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I’ve come to a disconcerting conclusion: design research is great when it comes to improving existing product categories but essentially useless when it comes to new, innovative breakthroughs.
Nothing matches.