don norman

don norman

[image linked to source]


intro’d to don here:

Recycling is a design failure of colossal magnitude.
Original Tweet:

Don Norman wrote the book on complex design systems. He’s as mystified by recycling as the rest of us.. ie:  difficult to find out what can and cannot be recycled.. rules vary from location to location.. year to year.. This is a design failing of colossal magnitude

It isn’t that this is the best possible keyboard layout: It is that when everyone follows the same standards, everyone has an easier time.

But even standards have their own problems. They tend to lock a system into a consistent set of rules that prevents progress..t

let’s try these 2 as a global standard: 2 convers as infra

deep/simple/open enough to set/keep us free

Even if everyone agreed to a new standard, putting it into place would be difficult..t

not if it gets at problems/desires that already resonate w 8b people – ie: something their hearts/souls already crave

ie: maté basic needs

the new way might be better for that one application, but if every application used different methods, chaos would reign.. t

so let’s design for chaos

ie: cure ios city


3 min video – aug 2018 – Principles of Human-Centered Design (Don Norman) []

1\ be human centered.. focus on the people.. that whatever you’re doing is intended for.. and all the people

yeah.. let’s go for peace.. and so.. all the people

2\ find the right problem.. people usually ask me to solve.. it’s the symptom of the problem… but if i solve the basic problem the symptoms disappear

deep enough.. center of problem

3\ think of everything as a system.. interconnected.. if solve tiny piece that’s nice.. but ..

sometimes optimizing each of the small pieces gives an inferior result..t

not part\ial.. for (blank)’s sake

so let’s design even deeper ie: augmenting interconnectedness

thinking restate/update 7.18..

optimization of the local does not mean global optimization.. so we should always be thinking of the big picture.. final result.. it’s the end result that matters.. don’t have to focus on details of tools.. those need to be usable.. but important thing is the real goal of the people who use our products

we can do this simultaneous

ie: a nother way


3 min video – may 2015 – Don Norman and his theory on emotional design []

what we spend a lot of time on in design is trying to understand the real needs of people.. and for this .. we don’t ask .. we watch.. because what people think they need is often not really right.. so we try to watch/understand what people do.. how they use the products/services we’re talking about

wow.. talk about not knowing the problem..

ie: people don’t often know what they need.. so we watch whales in sea world using products/services fitting to sea world.. to determine what they need

listen deeper.. ie: maté basic needs

begs a means to undo our hierarchical listening ie: 2 convers as infra

the last century science has placed huge emphasis on logic and rational thinking .. and that’s misplace.. we’re not logical.. we’re emotional.. there are two kinds of things going on in brain.. one is cognitive which is trying to understand the world.. but the other is emotional which in many ways are more important

what emotions are about is assigning something value (image is of money).. and value is what’s of critical importance to us as human beings..

3 levels of emotion:

1\ visceral – automatic.. born with it ie: like sweet not bitter tastes

2\ behavioral – how we use something.. how we learn to understand it.. can we predict what’s going to happen.. do we understand it.. does it feel good

3\ reflective – it’s the most conscious.. the other two are subconscious.. where we think back about what we did.. eval it

to say we’ve acted emotionally rather than intelligently.. that’s wrong.. there’s an emotional intelligence.. captures mind/heart

we need this balance between the two.. make things that make people feel good and make things people can use

let’s try this: a nother way to live.. where all the people feel good (fittingness) and all the people are able to use (no train)





find/follow Don:

link twitter

Design thinker, company advisor, professor, columnist, author, … Latest book: Design of Everyday Things, Revised and Expanded.

UC San Diego, California

his site:

wikipedia small

Donald Arthur Norman (born December 25, 1935) is an American researcher, professor, and author. Norman is the director of The Design Lab at University of California, San Diego. He is best known for his books on design, especially The Design of Everyday Things. He is widely regarded for his expertise in the fields of design, usability engineering, and cognitive science. He is a co-founder and consultant with the Nielsen Norman Group. He is also an IDEO fellow and a member of the Board of Trustees of IIT Institute of Design in Chicago. He also holds the title of Professor Emeritus of Cognitive Science at the University of California, San Diego. Norman is an active Distinguished Visiting Professor at the Korea Advanced Institute of Science and Technology (KAIST), where he spends two months a year teaching.

Much of Norman’s work involves the advocacy of user-centered design. His books all have the underlying purpose of furthering the field of design, from doors to computers. Norman has taken a controversial stance in saying that the design research community has had little impact in the innovation of products, and that while academics can help in refining existing products, it is technologists that accomplish the breakthroughs. To this end, Norman named his website with the initialism JND (just-noticeable difference) to signify his endeavors to make a difference

In 1957, Norman received a B.S. degree in Electrical Engineering from Massachusetts Institute of Technology (MIT). Norman received a M.S. degree in Electrical Engineering from the University of Pennsylvania. He received a PhD in Psychology from the University of Pennsylvania. He was one of the earliest graduates from the Mathematical Psychology group at University of Pennsylvania and his advisor was Duncan Luce.

literacy and numeracy both elements of colonialism.. we need to calculate differently and stop measuring things

After graduating, Norman took up a postdoctoral fellowship at the Center for Cognitive Studies at Harvard University and within a year became a lecturer.

After four years with the Center, Norman took a position as an associate professor in the Psychology Department at University of California, San Diego (UCSD). Norman applied his training as an engineer and computer scientist, and as an experimental and mathematical psychologist, to the emerging discipline of cognitive science. Norman eventually became founding chair of the Department of Cognitive Science and chair of the Department of Psychology.

At UCSD, Norman was a founder of the Institute for Cognitive Science and one of the organizers of the Cognitive Science Society (along with Roger Schank, Allan Collins, and others), which held its first meeting at the UCSD campus in 1979.


Together with psychologist Tim Shallice, Norman proposed a framework of attentional control of executive functioning. One of the components of the Norman-Shallice model is the supervisory attentional system

executive functioning: These processes underlie such functions as self-evaluation, planning, problem solving, controlling impulses and attention, and strategic selection or sequencing of behaviour to reach desired goals

behave ness is killing us

Children with autism have an impaired capability to solve problems, engage in thoughtful and appropriate behaviours, sustain relevant tasks and self-monitor. They lack mentalization or Theory of Mind (ToM) and have sensory, perceptual, cognitive, and intellectual deficits. This suggests that children with autism have general *deficits in the high-order planning and regulatory systems, known as executive functions.

or maybe we have that all backwards.. maybe thinking we have to have high order planning is what’s messing us up.. making us like whales in sea world

entropy and not yet scrambled ness and antifragility .. ie: gaining from ‘disorder’

higashida autism law et al

back to don’s wikipedia page:

cog engineer

Norman made the transition from cognitive science to cognitive engineering by entering the field as a consultant and writer. His article “The truth about Unix: The user interface is horrid” in Datamation (1981) catapulted him to a position of prominence in the computer world.

literacy and numeracy as colonialism/control/enclosure

let’s get to the deeper problem.. let’s undo our hierarchical listening

Soon after, his career took off outside of academia, although he still remained active at UCSD until 1993. Norman continued his work to further human-centered design by serving on numerous university and government advisory boards such as the Defense Advanced Research Projects Agency (DARPA). He currently serves on numerous committees and advisory boards like at Motorola, the Toyota National College of Technology, TED Conference, Panasonic, Encyclopædia Britannica, and many more.

Norman was also part of a select team flown in to investigate the 1979, Three Mile Island nuclear accident.

In 1993, Norman left UCSD to join Apple Computer, initially as an Apple Fellow as a User Experience Architect (the first use of the phrase “User Experience” in a job title and then as the Vice President of the Advanced Technology Group. He later worked for Hewlett-Packard before joining with Jakob Nielsen to form the Nielsen Norman Group in 1998. He returned to academia as a professor of computer science at Northwestern University, where he was co-director of the Segal Design Institute until 2010. In 2014, he returned to UCSD to become director of the newly established The Design Lab housed at the California Institute for Telecommunications and Information Technology.

In 2014, Norman returned to the University of California, San Diego as newly appointed director of The Design Lab

neilson norman group

Norman, alongside colleague Jakob Nielsen, formed the Nielsen Norman Group (NN/g) in 1998. The company’s vision is to help designers and other companies move toward more human-centered products and internet interactions, and are pioneers in the field of usability

let’s design deeper – ie: mech simple enough for 8b people to use/access today

Quotations related to Don Norman at Wikiquote

  • “Academics get paid for being clever, not for being right.”
  • “Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible.”.. t

ie: cure ios city

  • A brilliant solution to the wrong problem can be worse than no solution at all: solve the correct problem.” .. t

ie: maté basic needs

deep enough

user centered design

his The Design of Everyday Things book, Norman argues for the development of machines that fit our minds, rather than have our minds be conformed to the machine.

ie: augmenting our interconnectedness

On the Revised Edition of The Design of Everyday Things, Norman backtracks on his previous claims about aesthetics and removed the term User-Centered Design altogether. In the preface of the book, he says :

The first edition of the book focused upon making products understandable and usable. The total experience of a product covers much more than its usability: aesthetics, pleasure, and fun play critically important roles. There was no discussion of pleasure, enjoyment and emotion, Emotion is so important that I wrote an entire book, Emotional Design, about the role it plays in design.

He instead currently uses the term human-centered design and defines it as: “an approach that puts human needs, capabilities, and behavior first, then designs to accommodate those needs, capabilities, and ways of behaving

mufleh humanity lawwe have seen advances in every aspect of our lives except our humanity– Luma Mufleh

there’s a nother/deeper way.. wish you could hear