Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from technology's defecits and those who benefit are not the same people.
Donald A. NormanSimplicity design axiom: The complexity of the information appliance is that of the task, not the tool. The technology is invisible.
Donald A. NormanI think there is a tendency in science to measure what is measurable and to decide that what you cannot measure must be uninteresting.
Donald A. NormanHow do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.
Donald A. Norman