The Don Norman Playbook

Important 21st century lessons from the legendary designer.

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Midjourney of Don Norman

“In a world of scarcity, we treasure tools.

In a world of abundance, we treasure taste.:

- Anu Atluru

Taste is eating Silicon Valley.

Whether you like it or not, design *will and is* the cornerstone of the world's adoption of new technologies.

A couple of weeks ago, I finished reading Don Norman's classic "The Design of Everyday Things" and revisiting some of his more recent work alongside with my top #1 trending interview with him. One of his comments that “Apple gets simplicity wrong,” is also going viral (controversial). Norman is widely regarded as the father of user-centered design, and his insights have been profoundly influential.

Here are a few important things from Don Norman’s Playbook:

• Create a “human-centered design process.” Don Norman emphasizes the importance of designing with people, not just for them. He believes that the most successful products come from deeply understanding the needs, behaviors, and emotions of users. For example, the design of the iPhone revolutionized the market because it wasn’t just about technology; it was about how people could intuitively interact with their devices, making it easy and enjoyable for all age groups.

• Pay attention to “affordances and signifiers.” Affordances are what an object suggests you can do with it (e.g., a button affords pushing), while signifiers are cues that guide the user (e.g., an arrow pointing where to push). Norman’s insights here are crucial. 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, showing that even the smallest details matter in creating a seamless user experience.

• The importance of “iterative design.” Don Norman’s approach stresses that great design is an ongoing process of prototyping, testing, and refining. One notable example is the Dyson vacuum cleaner. James Dyson went through more than 5,000 prototypes before finalizing a design that worked effectively. This process of continual iteration is what made the Dyson brand stand out in a market filled with traditional vacuum cleaners, and it’s a reminder that the first version is rarely the best one.

• Design as “problem-solving.” Don Norman teaches that design isn’t just about aesthetics; it’s about solving real problems people face. Consider how Norman himself redesigned hospital signage systems to be more intuitive. His work helped reduce confusion for patients and families navigating complex hospital layouts, which led to improved experiences and reduced stress. This example illustrates how design can profoundly impact everyday life by addressing practical challenges.

• Embrace “constraints” in design. According to Norman, constraints can be helpful in guiding the user’s behavior and making interactions clearer. For instance, think of the USB plug. It has a physical constraint that only allows it to be inserted in one direction (even though many of us still get it wrong on the first try!). It’s a simple example, but it shows how constraints can guide usage and reduce error, making products more user-friendly.

The Future of Designers and AI

It’s a hot question… but I’ve got to ask. Don Norman views AI with a cautious but optimistic perspective, often emphasizing the importance of keeping technology human-centered. Here are a few key points on what Don Norman thinks about AI:

• Human-Centered AI: Don Norman believes that AI should be designed with a focus on augmenting human capabilities, not replacing them. He advocates for AI systems that support and collaborate with people, enhancing our abilities rather than making us feel redundant. For example, he envisions AI as a tool that helps solve complex problems by working alongside humans, not as an autonomous entity that takes over decision-making.

• “Black Box” Design: Norman stresses the need for AI systems to be transparent and understandable. He warns against creating "black box" systems that make decisions without users understanding how or why those decisions were made. He argues that 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.

• AI as a Tool, Not a Replacement: He often underscores 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. For instance, AI can assist designers by generating numerous design options, but it should be the human who makes the final creative decisions.

In summary

Learning from Don Norman is like having a masterclass in empathy, simplicity, and functionality. He teaches that great design is about more than just looks; it’s about creating products and systems that respect, guide, and empower the people who use them. I had the immense pleasure of learning from Don Norman directly through our rare 60-minute interview. Go watch! 👀

Have a fulfilling and productive week ahead! 🙏

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I'll keep creating great stuff if you keep reading. I read every reply if you care to reply :). You might get an answer back.

Until next week.

Felix Lee