Don Norman: Designing For People

Nielsen Norman Group
Design of Every day things (Revised) Complexity Future Things Emotional Design The invisible computer Things tha make us smart Turn Signals Are the Facial Expressions of Automobiles user centred system design Emotional Design Learning and memory Human Information Processing Memory and attention

Recent Essays

Technology Forces Us To Do Things We're Bad At. Time To Change How Design Is Done

28 January 2017

Distractibility isn't a human problem; it's a design problem, writes usability expert Don Norman. We need to reverse the normal technological strategy of asking people to fill in for gaps in machine performance. Instead, we should require machines to fill in for gaps in human performance. After all, technology was invented to enhance people's lives, not the other way around. Let's build technologies that empower us, allow us to use our creative abilities, and relieve us of the stuff we are not good at.

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Interviews & Videos

Faculty Jobs at UC San Diego

08 November 2016

Four Design-related faculty jobs at the University of California San Diego   At the Design Lab:  An Assistant or Junior Associate Professorship in Design.  At Cognitive Science:  A teaching Assistant Professorshiip AND an Assistant Professorship in Human Augmentation, Robotics or Data Science  And a multi-disciplinary position:  An Assistant Professorship in the Social Basis of Human Knowledge, Learning & Creativity     Again, see  for details and instructions on how to apply...

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Keynote Addresses and Schedule

Don Norman
Contact information, bios, press photos, ...

WHY DOES You Tube Restrict me from viewing my own Videos?

Speak of bad design. Half the videos i try to watch -- recommended to me by reliable sources (you know, Wired Magazine, Vox (a video of me!), can't be watched. "This video is restricted. Try signing in with Google App."  I am signed in with google app. I called the Google Help desk. "Gee, we don't know," they said helpfully.

Maybe this announcement will get read. Hey Larry! Hey Sergey!  Help me.

(Time to start my gallery of "Design Frustrations.")

Examples of talks
Design of Everyday Things, Revised and Expanded Edition (DOET2), paperback and eBook.

Fundamentals (Chapters 1 and 2)  -- now available
This course has design exercises by Kristian Simsarian, IDEO Fellow and head of interaction design at CCA. Reflective thinking exercises implemented by Chelsey Glasson

See these excerpts


I am declining most travel requests not directly related to establishment of the Design Lab at U.C. San Diego. Trips where I have zero spare time are not listed.
  • March 22, 2017. Design Forward Alliance meetup and Panel. Place TBD
  • April 4, 2017 IEEE talk at Qualcomm, La Jolla, CA
  • April 9, 2017. National Cognitive Science Student Conference, UC San Diego, La Jolla, CA. (Keynote)
  • April 11, 2017. Town & Gown talk. San Diego
  • April 12-14, 2017. European Academy of Design, Design for Next Conference. Rome. (On Scientific Advisory Committee)
  • May 11-12. Institute of Design, IIT. Board of Trustees meeting. Chicago, IL.
  • June 19, 2017. BioTech Conference, San Diego (tentative)
  • October 26-27, 2017. Design Forward 2017 at The San Diego Port Authority's Port Pavilion on Broadway Pier.