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Don Norman Profile
Don Norman

@jnd1er

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

UC San Diego, California
Joined April 2009
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@jnd1er
Don Norman
8 years
It’s fun to be 80! ( @EpicGames ) Every design studio should have one of these. Hint: @DesignLabUCSD )
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@jnd1er
Don Norman
7 years
Fake missile attack warning? Human error? Nonsense. It's incompetent design. One wrong click terrorizes the entire state? Why is it possible? I have a book they need to read.
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@jnd1er
Don Norman
7 years
Apple reaches a new low: its design ethic is not just beauty over understanding, it's beauty over safety. Employees get injured walking into glass walls-well-known safety hazard. Their fixes are removed "“because they detracted from the building’s design.”
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@jnd1er
Don Norman
3 years
My New Book Is (will be) Design for a Better World: How to create a meaningful, sustainable, and humanity-centered future. For publication by MIT Press, early 2023. Excerpts posted at
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@jnd1er
Don Norman
6 years
11 books I found inspirational in 2018: I recommend all 11 for my followers for 2019. I surprised myself by the variety I had found valuable. I single out three for special attention. See
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Don Norman
7 years
It's not a humanities degree that will save you: it is broad, general knowledge and curiosity. A willingness to learn, continually, for your entire life. (That's what I do)
@piano_io
Piano
7 years
#AI is coming for your job - and only a humanities degree can save you. Read the full article by @wpwrs in @MagazineTraffic :
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@jnd1er
Don Norman
6 years
Complexity is in the world, simplicity is in the mind. How simple should something be? As simple as possible, but no simpler, because if it is simpler than possible, it is no longer simple: it becomes complicated, and therefore confusing. (To rephrase Einstein’s statement)
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Don Norman
7 years
I see many posts in response to the new releases from Apple and my Comments to the Boston Globe. If you really...
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@jnd1er
Don Norman
6 years
Don Norman OK. you got me. No more Norman Doors. Instead, Japanese Doors. (Japanese Norman Doors?)😪
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@jnd1er
Don Norman
8 years
Human error at Academy Awards? Beware of adding more checks to procedures: As number of checks goes up, error rates increase--Ch. 5 of DOET.
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@jnd1er
Don Norman
8 years
Stupid quote of week “I would rather take a good design than a good function” (WS Journal 16.09.2016 p. M8). Good design IS good function!
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@jnd1er
Don Norman
7 years
An autonomous car was in an accident that killed a pedestrian. What should we learn from this incident? just as new medicines are introduced with controlled tests certified by a trusted, neutral agency (FDA), we must do same with vehicles: See
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@jnd1er
Don Norman
7 years
@michael_nielsen Michael asked what advances have come from HCI. I say it is HCI itself. Every major computer & software company now has an HCI group (sometimes called UX). HCI is ubiquitous: it has improved thousands of systems. You can't see it because it is everywhere-which makes it invisible.
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@jnd1er
Don Norman
9 years
Crappy thoughtless design is everywhere. It's time to rebel. Thanks Joe for the video on Norman Doors
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@jnd1er
Don Norman
6 years
@charlesfracchia @PasteurKorea The toggling of on and off on elevator buttons is not new. It should be universal, but it isn’t. As a result there is no way of knowing if the elevator you are in has it. So, it may be In lots of places, but the lack of a signifier means they are unlikely to be discovered.
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Don Norman
6 years
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@jnd1er
Don Norman
8 years
A friend told me “Science is to Engineering, as Art is to Design.” FALSE! What has art got to do with design to make things safer & better
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@jnd1er
Don Norman
3 years
I'm back. I've updated "About Don Norman" at . I mailed my new book manuscript to the publisher and posted three excerpts from the book at
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@jnd1er
Don Norman
7 years
Is the Bauhaus Relevant to 21st Century Design? in my post on my website I say no. I expect this to be controversial: See
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Don Norman
8 years
The design studios at HTC Seattle names rooms after designers including Dieter Rams and me (?), seen here in Munich
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@jnd1er
Don Norman
8 years
Function vs aesthetics. Photo from Sebastiano Bagnara (Italy)
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@jnd1er
Don Norman
6 years
Someone complained that my book “Living with complexity” didn’t discuss complexity theory. I said my book was not about complexity, it was about simplicity. Complexity is in the world, simplicity is in the mind. (See next tweet .)
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@jnd1er
Don Norman
5 years
Finally had time to update my website. (The only virtue to having three different conferences canceled because of COVID-19.) Added paper by Michael Meyer and me Changing Design Education for the 21st Century. available at
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@jnd1er
Don Norman
5 years
My latest talk my latest talk on Community-driven design: Text: ​video: (Dubai World Gov. Summit. 20 minutes)
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@jnd1er
Don Norman
5 years
twitter got ahead of me. I tried to type my website but it showed my book cover instead
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Don Norman
7 years
@BlakeC Of course we need beauty, but there is no reason that aesthetics, understandability, and ease of use should be in conflict: a great designer melds all of these into one wonderful, pleasurable, functional and understandable experience.
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@jnd1er
Don Norman
10 years
Human memory is an artifact of evolution. Today, our memory is in our devices, in the cloud, and in company databases.
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@jnd1er
Don Norman
7 years
Class instructors! Have your students design "The most hilariously awful volume controls ever". see via @techcrunch
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@jnd1er
Don Norman
8 years
to know what model of iPad one owns, read the serial number engraved on the back. Tiny font, no contrast. Take photo & Enlarge. Stupid Apple
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@jnd1er
Don Norman
6 years
"We have unwittingly accepted the paradigm that technology comes first” @DesignLabUCSD
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@jnd1er
Don Norman
4 years
I voice my support for #BlackandSTEM . Don
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@jnd1er
Don Norman
7 years
was delighted to contribute to this important celebration. (However, I suspect many who read my contribution, may wish I hadn't).
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@jnd1er
Don Norman
7 years
@shancarter @michael_nielsen Your Distill paper -- "Using AI to augment" is brilliant. Thank you. Every new representational system has created new primitives for thought, greatly magnifying human capabilities. You show dynamical representations--and these are still early days
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@jnd1er
Don Norman
9 years
When in a dull, non-functional meeting, beware of saying something intelligent -you will be asked to chair a committee.
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@jnd1er
Don Norman
3 years
The World Design Organization just announce that the San Diego-Tijuana region is the World Design Capital for 2024. A 7 year effort on our part, this will unite and energize the region. Demonstrate what design can accomplish.
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@jnd1er
Don Norman
8 years
"What operating system are you using? Windows or Safari?” Asked by MSoft help line for Mac person. Must be a bad script.
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Don Norman
7 years
My brilliant predictions-iPhone will fail w/o physical kboard (read more). 10 Top Designers On iPhone’s Real Legacy
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@jnd1er
Don Norman
6 years
@geoffwilsonUX I don’t see the problem. You simply place the palm of one hand on the flat plate and push while simultaneously grasping the handle with the other hand and pulling, thus exerting a rotational torque on the door that ...
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@jnd1er
Don Norman
2 years
Design for a Better World won't be published until March 21 but MIT Press alerted me that Barnes & Noble offers a 25% discount for a preorder ONLY ON SEPT 7-8. @bnbuzz says to use the code PREORDER25. See
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@jnd1er
Don Norman
8 years
Human error at Academy Awards? The envelope job is harder than you think. The fact that errors are rare means procedures are excellent.
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@jnd1er
Don Norman
8 years
"What is this obsession with grey type?” a London friend asks. Blame art-based designers who use tiny fonts with light grey type.
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@jnd1er
Don Norman
7 years
You can't predict the future by inventing it
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@jnd1er
Don Norman
6 years
I'll be speaking at this event. Here is the official description The mini-conference will offer valuable insight from global design-thinking influencers including Don Norman, founding member of the Design Forward...
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@jnd1er
Don Norman
6 years
YouTube blocks videos from this 147 yr old scientific society. So no videos from my talk or the many others. Why YouTube? Why?
@pswscience
PSW Science
6 years
Thank you, Don, for your discussion on Democratizing Design! @jnd1er @DesignLabUCSD
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@jnd1er
Don Norman
7 years
Predicting the unforeseen follies of autonomous vehicles
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Don Norman
5 years
The DesignLab is doing major work on Community-Driven Design, with several different variants. If you are working in this area, submit a paper to the DIS conference here in San Diego.
@DesignLabUCSD
The Design Lab
5 years
The Design Lab invites DIS community members to submit one-page position papers in response to the concept of community-driven design to explore, define, and advance community-driven design with us. #DIS2019 Submit by May 1, 2019 at 11:59p PT.
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@jnd1er
Don Norman
8 years
Great free course "Design for Non-Designers" by our @DesignLabUCSD partner openSAP and DLab Faculty Scott Klemmer
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@jnd1er
Don Norman
10 years
Why Procrastination Is Good http://t.co/dpSnmN91w0
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Don Norman
11 years
Brilliant list of fundamental design principles from Tog (Bruce Tognazzini): http://t.co/tBCJuBokln
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Don Norman
9 years
Bad design always triumphs! When I first read the card, I couldn't even find the name of the winner. I hope that th…
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@jnd1er
Don Norman
8 years
Save the date! Design Forward San Diego, Oct 26-7. Broadway pier @DesignForwardSD
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@jnd1er
Don Norman
7 years
Nice article on the real issues of automated vehicles. (Then again, I'm biased.)
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@jnd1er
Don Norman
5 years
I'm doing an on-line seminar for the Nielsen Norman group (Alas, they are charging for it.)
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@jnd1er
Don Norman
6 years
How could Pizza save the world? It's a platform, a model for societal platforms that can empower people all over the world and that can indeed change the world.
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@jnd1er
Don Norman
7 years
Your clear, well-written article makes it clear that we are (finally) moving away from AI replacing people toward Augmentation. A dream of many of us, but up to now, I (for one) didn't know how it was going to happen. Now I see one direction. Thanks. Don Norman (dnorman @ucsd .edu)
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@jnd1er
Don Norman
7 years
"You can't predict the future by inventing it" by @jnd1er on @LinkedIn
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@jnd1er
Don Norman
9 years
Games User Research: What’s Different? via @nngroup Jakob does it again. Truly xlnt piece on UX studies of Games.
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@jnd1er
Don Norman
8 years
My paper with Casner & Hutchins, "Challenges of Partially Automated Driving," has (finally) been published.
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@jnd1er
Don Norman
10 years
DesignX: A Future Path for Design http://t.co/hlYHr1fgTa
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@jnd1er
Don Norman
9 years
Photo of @hiroshi_ishii of MIT's Media Lab. A great, creative, exciting designer. I need a name tag-he doesn’t
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@jnd1er
Don Norman
8 years
4 design-related faculty positions available at University of California, San Diego, some with Design Lab.
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@jnd1er
Don Norman
8 years
The future of design: When you come to a fork in the road, take it. (New essay).
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@jnd1er
Don Norman
10 years
For my return to UCSD the UserExperienceSanDiego students @DesignUCSD gave me this T-Shirt! http://t.co/x7u78xyz45
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@jnd1er
Don Norman
7 years
Faculty jobs now available at the University of California, San Diego Design Lab. See...
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Don Norman
6 years
I’m pleased that YouTube has restored the PSW account. No explanation, not even to say account was restored. YouTube believes in fairness—opacity for everyone. (My talk not there yet-“technical difficulties" by PSW)
@jnd1er
Don Norman
6 years
YouTube blocks videos from this 147 yr old scientific society. So no videos from my talk or the many others. Why YouTube? Why?
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Don Norman
9 years
Why are Apple's products so confusing? They ignore design principles http://t.co/OPpa7kIPqs
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Don Norman
9 years
Music evokes colors? I was a psychophysicist: No way. Steve Palmer-my former student-proves me wrong. @NautilusMag
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@jnd1er
Don Norman
10 years
Error Messages Are Evil http://t.co/XnxMwpB3lw
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Don Norman
10 years
Positive computing: technology for wellbeing and human potential (Calvo & Peters) http://t.co/Lnyz8Z8nrS
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@jnd1er
Don Norman
9 years
@nobi Naomi Miyake’s death: a loss for the world. Here she demonstrates a false affordance (Japanese edition of DOET http://t.co/tHNzSAviHG
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@jnd1er
Don Norman
8 years
I'm excited to attend 'Design Forward: A Day-Long Summit on Design's Transformative Role in San Dieg
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Don Norman
10 years
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@jnd1er
Don Norman
8 years
The Future of Design: When You Come to a Fork in the Road, Take It
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@jnd1er
Don Norman
10 years
I am both amazed and not surprised by the defensive rejection of my article by the programmers among the responders.… http://t.co/HiGXhTcWUq
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Don Norman
7 years
Two faculty positions in design available at UC San Diego Design Lab. See
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@jnd1er
Don Norman
7 years
Shame on V. Greenwood for article on pinna in sound localization. @nytimes treated it as news: in psychoacoustics it’s decades old. See Wikipedia "Sound Localization." Science section of NYTimes doesn't know science.
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@jnd1er
Don Norman
7 years
Building SD design community: All aspects of design count! User-centered system design. Learn how it impacts teams.
@DesignForwardSD
Design Forward
7 years
Register now! Our Jul 27 community event: Designing elation, passion, and loyalty with @Padres CMO @WaynePartello
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Don Norman
9 years
"Automatic Cars Or Distracted Drivers: We Need Automation Sooner, Not Later " by @jnd1er on @LinkedIn
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@jnd1er
Don Norman
9 years
For anyone who thought manufacturing is easy, read what it takes simply to find the correct companies. An...
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@jnd1er
Don Norman
11 years
In 1993 Apple's UE team = me, Tom Erickson, Harry Sadler--1st use of "user experience" (I think). We said UE. I don't know who made it UX.
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@jnd1er
Don Norman
5 years
The DesignLab is doing major work on Community-Driven Design, with several different variants. If you are working in this area, submit a paper to the DIS conference here in San Diego (see DesignLab posting below)....
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@jnd1er
Don Norman
6 years
5 years ago!
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