Don Norman
Don Norman is a well-known usability advocate, author, and professor of psychology, cognitive science, and computer science. He has worked at Apple and HP and co-founded the Nielsen Norman Group, a usability consultancy. He has served as a faculty member at University of California San Diego, Harvard University, and Northwestern University.
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On Blaming the Design
Human-centeredness • Usability
When errors occur in the use of a product, people shouldn’t blame themselves, but should instead put the fault on the design and the designer. The designer, in turn, should take this responsibility for error seriously.
The Design of Everyday Things • 1988
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On the Communication of Conceptual Models Through Design
Usability
A user relies on the system image of a product to form an understanding of how to use it, so the designer’s conceptual model needs to be carefully and thoughtfully mapped to the system image.
The Design of Everyday Things • 1988
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On the Gulf of Evaluation (Natural Mappings and Feedback)
Usability
The Gulf of Evaluation describes the potential issues that arise from the discrepancy between the current state of the system and the user’s perceptions of it. Designers can narrow the gap through the use of natural mapping and clear feedback.
The Design of Everyday Things • 1988
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On the Gulf of Execution (Affordances and Constraints)
Usability
The Gulf of Execution describes the potential issues that arise from the discrepancy between the user’s intention and the possible actions they can take. Designers can narrow the gap with visible affordances and considered constraints.
The Design of Everyday Things • 1988
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On Knowledge in the World and Knowledge in the Head
Situatedness
The knowledge someone uses to perform an action can live in both the head and in the world. Pay attention to the design possibilities for both.
The Design of Everyday Things • 1988
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On the Case for User-centered Design
Human-centeredness
User-centered design is meant to steer away from design driven by designer bias, market forces, and false idols of novelty and prestige. It prioritizes the relationship between user and designed system over everything else.
The Design of Everyday Things • 1988