Donald Norman

“In my opinion, no single design is apt to be optimal for everyone.”

“Readers always seem to think that the author has some control over the design of their books.”

“It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format.”

“User-centered design means working with your users all throughout the project.”

“Also note that invariably when we design something that can be used by those with disabilities, we often make it better for everyone.”

“I prefer design by experts - by people who know what they are doing.”

“And to get real work experience, you need a job, and most jobs will require you to have had either real work experience or a graduate degree.”

“Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that.”

“I think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.”

“We expert teachers know that motivation and emotional impact are what matter.”

“So what does a good teacher do? Create tension - but just the right amount.”

“I've been looking at the iPod- the Apple iPod. One of the interesting things about the iPod, one of the things that people love most about it is not the technology it's the box it comes in.”