Today we want products that appeal to both cognition and emotion

“Products were once designed for the functions they performed. But when all companies can make products that perform their functions equally well, the distinctive advantage goes to those who provide pleasure and enjoyment while maintaining the power. If functions are equated with cognition, pleasure is equated with emotion; today we want products that appeal to both cognition and emotion.” – Don Norman

This quote is from Don’s article “The Transmedia Design Challenge: Technology that is Pleasurable and Satisfying”

Deeply understanding customers allows companies to develop products that revolutionize the way we live our lives

“Deeply understanding their customers is what allows successful companies to think five years ahead of the market and develop products and services that revolutionize the way we live our lives… By understanding the market and the needs of their customers, these companies can develop products customers want and put themselves in the best position to achieve success.” – Demetrius Madrigal and Bryan McClain

Read more in Demetrius and Bryan’s article “Research is Communication.”

We need to be aware of why as much as how systems should be designed.

“We need to be more aware of why we think how we do, what triggers interactions and behaviours in people to make choices. As UX people we need to be aware of why as much as how systems should be designed. Getting the why will allow us to improve the experience beyond the audience’s anticipation.” – James Kelway

This quote is from James’ article “Usability is dead.”

http://userpathways.com/2009/09/usability-is-dead-2/

Too often we design our experiences for users as if they are a commodity rather than a human being

“Too often we design our experiences for users as if they are a commodity rather than a human being.  Things like greater conversion rates, increase in traffic, higher price per order, lower shopping cart abandonment, etc. and we lose sight of how to really treat the user with respect and a little bit of decency.” – Nick Finck

Read more in Nick’s article “Human Scale.” Thanks to Nick for submitting this quote!

Usability testing is a means of understanding the goodness of a design’s fit to the intended users’ problems

“Usability testing should not be a stage gate in your design and development process. It should be a tool with which to gather helpful, diagnostic information from your target users. It’s a means of understanding the goodness of a design’s fit to the intended users’ problems.” – Paul J. Sherman

Read more in Paul’s article “Testing Your Own Designs Redux.”

Design is the foundation of all the arts

“Art is an idea that has found its perfect visual expression. And design is the vehicle by which this expression is made possible. Art is a noun, and design is a noun and also a verb. Art is a product and design is a process. Design is the foundation of all the arts.” – Paul Rand

The original source of this Paul Rand quote is unknown.