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The Don Norman Playbook
- Don Norman, the father of user-centered design, emphasizes the importance of designing with people, not just for them and believes that great design is an ongoing process of prototyping, testing, and refining. He stresses the need for AI systems to be transparent and understandable, avoiding creating black-box systems that make decisions without users understanding how or why those decisions were made. Norman teaches that great design is about creating products and systems that respect, guide, and empower the people who use them.
- Don Norman stresses on creating a human-centered design process. He believes that the design of the iPhone was about how people could intuitively interact with their devices, making it easy and enjoyable for all. He stresses that even the smallest details matter in creating a seamless user experience.
- Don Norman’s approach stresses iterative design and his process of continual iteration is what has made the Dyson brand stand out in a market filled with traditional vacuum cleaners. According to Don Norman, constraints can be helpful in guiding the user’s behavior and making interactions clearer, making products more user-friendly.
- Don Norman’s design teachings are crucial regarding affordances and signifiers. For example, doors labeled as 'push' or 'pull' often indicate a failure in design. A well-designed door should naturally communicate how to use it without any written instructions.
- Don Norman advocates for AI systems to be designed with a focus on augmenting human capabilities, not replacing them. For AI to be trusted, it must offer clear explanations and justifications for its actions, ensuring that users can maintain control and trust over AI-driven outcomes.
- Don Norman teaches that design isn’t just about aesthetics; it’s about solving real problems people face, and his hospital signage systems helped reduce confusion for patients and families navigating complex hospital layouts, leading to improved experiences and reduced stress.
- Don Norman believes that AI should be seen as a tool that aids human decision-making rather than something that replaces human expertise. He advocates for AI to handle repetitive, data-heavy tasks while leaving more nuanced, complex problem-solving to humans.
- Don Norman’s comments that “Apple gets simplicity wrong” are going viral. However, he believes that the design of the iPhone revolutionized the market because of its human-centered intuitiveness that made it easy and enjoyable for all age groups.
- Don Norman's design teachings are like having a masterclass in empathy, simplicity and functionality. He teaches that great design is about creating products and systems that respect, guide, and empower the people who use them.
- Don Norman views AI with a cautious but optimistic perspective, often emphasizing the importance of keeping technology human-centered and advocates for AI systems that support and collaborate with people, enhancing our abilities rather than making us feel redundant.
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