UX Quotes

Don Norman Quotes

Author Quote
Don Norman “Too many companies believe that all they must do is provide a ‘neat’ technology or some ‘cool’ product or, sometimes, just good, solid engineering. Nope. All of those are desirable (and solid engineering is a must), but there is much more to a successful product than that: understanding how the product is to be used, design, engineering, positioning, marketing, branding–all matter. It requires designing the Total User Experience.”
Don Norman (source)
Don Norman “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 (source)
Don Norman “The argument is not between adding features and simplicity, between adding capability and usability. The real issue is about design: designing things that have the power required for the job while maintaining understandability, the feeling of control, and the pleasure of accomplishment.”
Don Norman (source)
Don Norman “I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience; everybody should own it.”
Don Norman (source)
Don Norman “It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people’s lives.”
Don Norman (source)
Don Norman “It’s the total experience that matters. And that starts from when you first hear about a product… experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.”
Don Norman (source)
Don Norman “Attractive things work better… When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.”
Don Norman (source)
Don Norman “No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service -from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That’s systems thinking.”
Don Norman (source)
Don Norman “If you think of the product as a service, then the separate parts make no sense -the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product’s components.”
Don Norman (source)
Don Norman “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 (source)
Don Norman “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 (source)