About Don Norman


ABOUT NNg Nielsen Norman Group

Jakob Nielsen and I formed the Nielsen Norman group in 1998


Updated April 15, 2023

We are user advocates. We help companies move toward human-centered products and internet interaction, the better to play a major role in the new world of customer-centered goods and services.

Success in human-centered design requires giving equal weight to user experience, marketing and technology: The result is increased customer satisfaction, coupled with lower costs and rapid time to market. The major barriers to success are not technological: they are social, political, and organizational.

Effective April 1, 2023, Jakob retired, so now both Jakob and I are retired but we both serve on the Board of Directors, along with Kara Pernice, CEO, and Sarah Gibbons, Vice President. The Nielsen Norman group celebrated its 25th anniversary in 2023, and we are all looking forward to another 25 years of exciting, productive interaction with the design community.

Will NNg offer classes and information about Humanity-Centered Design and designing for the circular economy, as advocated in my book, Design for a New World? Every member of NNg has received a copy of the book. NNg serves its customers:, so our offerings depend upon the interests of those who attend NNg events and engage the company.