“The world is complex, and so too must be the activities that we perform. But that doesn’t mean that we must live in continual frustration. No. The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.” – Don Norman

Read Don’s article “Simplicity Is Not The Answer” for his thoughts on why simplicity should not necessarily be the primary goal when creating products and services.

1. We need to build products that bring joy and excitement to people’s lives
2. Design combines art, scientific complexity, and usefulness
3. Deeply understanding customers allows companies to develop products that revolutionize the way we live our lives
4. Design, in the end, is about creating better things for people