For Don Norman, design is a way of thinking that cuts across all disciplines. He advocates 4 principles: 1. Focus on the people in the system; 2. Address root causes, not symptoms; 3. Recognize the implications for the entire system; 4. Test and refine via rapid prototyping and iteration.
Don is both a businessperson (VP at Apple, Executive at HP) and an academic--Harvard, UC San Diego, Northwestern, KAIST (S. Korea), Tongji (Shanghai). But he is best known for his insight and wisdom about the interaction of technology, education, business, people, and society, delivered in a plain, no-nonsense question-answering and discussion session.
He is co-founder and principal (emeritus) of the Nielsen Norman consulting group, a member of the U.S. National Academy of Engineering, a fellow of the American Academy of Arts and Sciences, Cognitive Science Society, ACM, Human Factors and Ergonomics Society, and the Design Research Society. He serves on company boards, has honorary degrees from Delft, Padua, and San Marino, the lifetime achievement award from ACM’s Computer-Human Interaction group, and the President’s lifetime achievement award from the Human Factors and Ergonomics Society. He received the Benjamin Franklin Medal in Computer & Cognitive Science from the Franklin Institute (Philadelphia).
He has published 20 books translated into 20 languages including Emotional Design and Design of Everyday Things.
(Access full bio via Don's press kit)
Four Maxims to change the world
The world is in a mess. Climate Change? Yes, absolutely, but that is the symptom, not the cause. The main difficulty is believing that the earth's resources are infinite so that we could use them freely and discharge waste materials into the waterways and atmosphere. People have been doing this for thousands of years, starting long before the profession of design existed, designing without thinking of the future consequences, therefore unwittingly leading to many of today's crises.
Emotional Design: Why We Love (or Hate) Everyday Things
Emotional Design analyzes the profound influence of this deceptively simple idea, from our willingness to spend thousands of dollars on Gucci bags and Rolex watches to the impact of emotion on the everyday objects of tomorrow.
The Design of Everyday Things
The Design of Everyday Things is a powerful primer on how--and why--some products satisfy customers while others only frustrate them.