Essays & Articles
Engineers and business executives are good at solving problems, but they seldom ask if it is the correct problem.
Human- and humanity-centered designers are trained to address the core, underlying factors, not just the symptoms.
Design must change from being unintentionally destructive to being intentionally constructive
From "Design for a Better World." last paragraph of Chapter 2 (page 13).
Failures? No — Learning Experiences
We scientists (and designers) learn from our failures. In fact, scientists seldom fail. Instead, they say “that didn’t work. Time to try something new.” I prefer never to talk of failure. Instead, I say “that...
Don Norman
Simplicity is in the mind, complexity is in the world.
If you understand something, then even things that are complex become simple. The complexity of the product must match the complexity of the task.
Don Norman in the book "Living with Complexity."
I learn more by being wrong than by being right
When people praise my ideas it is nice to hear, but I don’t learn anything. If people disagree, I learn. If they convince me, I am thankful and I change. If I believe I was...
Don Norman
If you can think of a clever solution in a few hours, assume many others have already done so
If you can think of a clever new concept or solution to an existing problem in a few minutes or hours, then you should recognize that many people all over the world, many who have...
Don Norman
Make it Simple? No! Make it Understandable.
Make it Simple? No! Make it Understandable. When people make things "simple" by minimizing controls, they make it much more difficult to work or to understand.
Simplicity is in the mind, Complexity is in the world. Why? Things you understand are simple.
It is the designer’s job to take complex requirements and make them so understandable and appropriate that they are pronounced “simple.”
Don Norman
The universe is made of stories, not atoms
A quote from the poet Muriel Rukeyzer’s book “The speed of darkness.” Why stories? Because they combine history and context, critical events and results, both good and bad, expected and unexpected all linked through causal...
Don Norman
You are being too logical, I often tell engineers and executives.
“You are being too logical,” I explain. “People are not logical. Logic is artificial. It was invented by mathematicians and philosophers. It is not how people think, which is why it is so difficult for...
Design for people the way they are, not for how you want them to be.
Why Procrastination Is Good
DesignNext time someone accuses you of procrastination, say "no, I am not procrastinating, I am 'Late Binding.' " That should shut them up. Let me argue for late binding - delay, or if you like, procrastination - as a preferred way of life. Delaying decisions until the time for action is beneficial f...
December 25, 2014
6 minutes read
The Human Side of Automation
AutomobilesThe technological requirements for self-driving cars are extremely complex, and although we are now able to succeed in a very high percentage of the situations, those last few percentages contain the most difficult, the most daunting challenges. As automation gets better and better, then the prob...
December 25, 2014
16 minutes read
Why DesignX?
Design"Why DesignX" answers common questions about DesignX. In particular, What is new? What is the role of the designer? What about craft skills?...
December 13, 2014
5 minutes read
DesignX: A Future Path for Design
DesignDesignX is a new, evidence-based approach for addressing many of the complex and serious problems facing the world today. It adds to and augments today's design methods, reformulating the role that design can play. Modern design has grown from a focus on products and services to a robust set of m...
December 2, 2014
7 minutes read
Engineers and business executives are good at solving problems, but they seldom ask if it is the correct problem.
Human- and humanity-centered designers are trained to address the core, underlying factors, not just the symptoms.
Design must change from being unintentionally destructive to being intentionally constructive
From "Design for a Better World." last paragraph of Chapter 2 (page 13).
Failures? No — Learning Experiences
We scientists (and designers) learn from our failures. In fact, scientists seldom fail. Instead, they say “that didn’t work. Time to try something new.” I prefer never to talk of failure. Instead, I say “that...
Don Norman
Simplicity is in the mind, complexity is in the world.
If you understand something, then even things that are complex become simple. The complexity of the product must match the complexity of the task.
Don Norman in the book "Living with Complexity."
I learn more by being wrong than by being right
When people praise my ideas it is nice to hear, but I don’t learn anything. If people disagree, I learn. If they convince me, I am thankful and I change. If I believe I was...
Don Norman
If you can think of a clever solution in a few hours, assume many others have already done so
If you can think of a clever new concept or solution to an existing problem in a few minutes or hours, then you should recognize that many people all over the world, many who have...
Don Norman
Make it Simple? No! Make it Understandable.
Make it Simple? No! Make it Understandable. When people make things "simple" by minimizing controls, they make it much more difficult to work or to understand.
Simplicity is in the mind, Complexity is in the world. Why? Things you understand are simple.
It is the designer’s job to take complex requirements and make them so understandable and appropriate that they are pronounced “simple.”
Don Norman
The universe is made of stories, not atoms
A quote from the poet Muriel Rukeyzer’s book “The speed of darkness.” Why stories? Because they combine history and context, critical events and results, both good and bad, expected and unexpected all linked through causal...
Don Norman
You are being too logical, I often tell engineers and executives.
“You are being too logical,” I explain. “People are not logical. Logic is artificial. It was invented by mathematicians and philosophers. It is not how people think, which is why it is so difficult for...
Design for people the way they are, not for how you want them to be.
A Great Product Ruined
EssaysLG. get your act together. Every so often I can't stop myself from complaining. This is one of those every so oftens. No visibility. Insufficient tactile differentiation among the controls. No labeling of which side is right and which left which matters, both because these are stereo earphones an...
September 20, 2014
5 minutes read
Hill climbing in radical Innovation
DesignJohn Langrish challenged the analysis of Norman & Verganti on Incremental and Radical Innovation, arguing that we had ignored the evidence from Darwinian evolution. He called us "creationists." We find John Langrish's argument to be puzzling. We wrote a paper on product evolution and he chides us...
July 27, 2014
8 minutes read
Verganti & Norman: Having a vision is not enough–it must be implemented
DesignVision building is the most relevant and rare asset in our society. We do not live in a world where data and knowledge are missing. Indeed, it is just the opposite. The amount of information is overwhelming. What is rare is the capability to make sense of this enormous and complex picture, to go ...
July 13, 2014
4 minutes read
Error Messages Are Evil
DesignI hate error messages. They are insulting, condescending, and worst of all, completely unnecessary. Evil, nasty little things. They cause us to do unneeded work, and often destroy the work we have already done. Error messages punish people for not behaving like machines. It is time we let people ...
May 10, 2014
5 minutes read
Design at UCSD: Think Observe Make
EducationThe University of California, San Diego (UCSD) has asked me to return to help develop a Design program. How could I resist? Starting June 1, I return to be Director of Design at UCSD, housed in the California Institute for Telecommunication and Information Technology (Calit2). We start off with s...
May 8, 2014
1 minute read
Human Error? No, Bad Design
Essaysnew essay on LinkedIn: http://goo.gl/l4oWi0 . When there are accidents, injuries, and deaths the first reaction is often to claim "human error," blaming the last person to have touched the controls. That is why the problems persist: we punish the innocent and do not remedy the underlying causes...
April 13, 2014
6 minutes read
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