Don Norman

Donald Arthur “Don” Norman (born January 25, 1935) is the director of The Design Lab at University of California, San Diego . [1] [2]

He is best known for his books on design, met name The Design of Everyday Things . He is widely regarded for his expertise in the areas of design , usability engineering , and cognitive science . [3] He is ook a co-founder and consultant with the Nielsen Norman Group .

Much of Norman’s work involves the advocacy or user-centered design . [4] His books all harbor the underlying purpose of furthering the field of design, from doors to computers. Norman has tasks a controversial stance in saying dat de design research community has had little impact in the innovation of products, and therein while Academics kan help in refining bestaande products, it is technologists therein accomplish the Breakthroughs. [5]

Norman had bone splitting his time tussen co-Directing the dual-degree MBA and Engineering program at Northwestern University and consulting with the Nielsen Norman Group. Norman announced dat he mention anything about no longer teach full-time after the 2009-2010 academic year. [6]

Norman is an active Distinguished Visiting Professor at the Korea Advanced Institute of Science & Technology (KAIST), where he spends two months a year teaching. He’ll be holds the title of Professor Emeritus of Cognitive Science at the University of California, San Diego . [7]

He is on numerous educational, private, and public sector advisory boards, zoals the editorial board of Encyclopædia Britannica .

In 2014, Norman Returned to the University of California, San Diego as newly appointed director of The Design Lab. [8]

Early Academics

In 1957, Norman RECEIVED a Bachelor of Science in Electrical Engineering and Computer Science (EECS) from MIT . Norman continued through college Until 1962, in the process earning MS in EECS and a Doctorate of Philosophy in Mathematical Psychology from the University of Pennsylvania .

After graduating, Norman took up a Postdoctoral Fellowship at the Center for Cognitive Studies at Harvard University and a binnen year became a Lecturer.

After four years with the Center, Norman took a position as an associate professor in the Psychology Department at the University of California, San Diego (UCSD). Norman toegepast his training as an engineer and computer scientist, and as an experimental and mathematical Psychologist, to the emerging discipline of cognitive science . Norman Eventually became founding chair of the Department of Cognitive Science and chair of the Department of Psychology.

At UCSD, Norman was a founder of the Institute for Cognitive Science and one of the organizers of the Cognitive Science Society (along with Roger Schank , Allan Collins , and others), welke hero zijn first meeting at the UCSD campus in 1979. [7 ]

Together with Psychologist Tim Shallice Norman Proposed a framework or Attentional control or executive functioneren. One of the components of the Norman-Shallice model the supervisory Attentional system . [9]

Cognitive engineering career

Norman made the transition from cognitiewetenschap to cognitive engineering at distances ring the field as a consultant and writer. His article “The truth about Unix: The user interface is horrid[10] in datamation (1981) catapulted im to a position or Prominence in the computer world. [ Citation needed ] Soon after, his career took off outside of academia, hoewel de he still remained active at UCSD Until 1993 Norman continued his work to remit human-centered design by serving on numerous university and government advisory boards zoals the Defense Advanced Research Projects Agency (DARPA). He Currently Serves on numerous committees and advisory boards like at Motorola, the Toyota Information Technology Center , TED Conference , Panasonic , Encyclopaedia Britannica , and many more.

Norman published verschillende important books prolongation his time at UCSD, one or welke, User Centered System Design , obliquely referred to the university in the initials or zijn title.

In 1993, Norman left UCSD to join Apple Computer , initially as an Apple Fellow as a User Experience Architect (the first use of the phrase ” User Experience ” in a job title [11] [12] [ citation needed ] ), and dan as the Vice President of the Advanced Technology Group . He later worked for Hewlett-Packard voordat joining with Jakob Nielsen to form the Nielsen Norman Group in 1998. He Returned to academia as a professor or computer science at Northwestern University , where he was co-director of the Segal Design Institute Until 2010. In 2014 Returned to have UCSD to Become director of the newly Agent The Design Lab housed at the California Institute for Telecommunications and Information Technology .

Norman has RECEIVED many awards for his work. He RECEIVED an honorary degree from the University of Padua in Padua , Italy. In 2001 he was inducted as a Fellow of the Association for Computing Machinery , and in 2006 he RECEIVED the Benjamin Franklin Medal in Computer and Cognitive Science. [13] In 2009 Norman was elected an Honorary Fellow of the Design Research Society .

User-centered design

In his book The Design of Everyday Things , Norman uses the term ” user-centered design ” to DESCRIBE design based on the needs of the user, leaving aside what he deems secondary issues like aesthetics. User-centered design involves simplifying the structure of tasks, making things visible, getting the mapping right, Exploiting the powers of constraint, designing for error, explanatory affordances and seven courses of action .


  • “Academics get paid for being clever, not for being right.” [14]
  • “When you get paid $ 100 an hour, people Expect you to do real work. When you get paid $ 1,000 an hour, people only Expect you to port lunch with the CEO.” [ This quote needs a citation ]

Partial bibliography


  • Human Information Processing: An introduction to psychology (1972) in collaboration with Peter H. Lindsay (first author) [15]
  • Memory and attention (1977)
  • Learning and Memory (1982)


  • Direct manipulation interfaces (1985) about direct manipulation interfaces in collaboration with EL Hutchins (first author) and JD Hollân
  • User Centered System Design: New Perspectives on Human-Computer Interaction (1986) (editor in collaboration with Stephen Draper)
  • The Design of Everyday Things (1988 oorspronkelijk under the title The Psychology of Everyday Things ) (Newprint 2002)
  • Turn signals are the facial expressions or Automobiles (1992)
  • Things That Make Us Smart (1993)
  • The Invisible Computer (1998)
  • Emotional Design (2004)
  • The Design of Future Things (2007)
  • Living with Complexity (2010)
  • Defending Human Attributes in the Age of the Machine CD-ROM by the Voyager Company combine Design of Every Day Things , Turn signals are the facial expressions or Automobiles , Things That Make Us Smart , and various technical reports (1994)


  1. Jump up^ Robbins, Gary. “Don Norman has Designs on Your Life” . Retrieved November 18, 2014 .
  2. Jump up^
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  4. Jump up^ Zachry, Mark (October 2005). “An Interview with Donald Norman.” Technical Communication Quarterly . 14 (4): 469. doi : 10.1207 / s15427625tcq1404_5 .
  5. Jump up^ Norman, Donald. “Technology First, Needs Last” . Retrieved January 26, 2010 .
  6. Jump up^ Norman, Donald. “My change of status” . Retrieved January 26, 2010 .
  7. ^ Jump up to:a b Norman, Donald. “Donald Norman Curriculum Vitae” (PDF) . Retrieved January 26, 2010 .
  8. Jump up^ “Don Norman has designs on your life” . The San Diego Union-Tribune . Retrieved 2016-05-21 .
  9. Jump up^ Friedenberg, Jay; Gordon Silverman (2010). Cognitive Science: An Introduction of the Study of Mind . United St Ates of America: SAGE Publications. pp. 180-182. ISBN  978-1-4129-7761-6 .
  10. Jump up^ Norman, Don (1981). “The truth about Unix: The user interface is horrid”(PDF) . Datamation (27 (12)).
  11. Jump up^ Lialina, OLIA. “Rich User Experience, UX and Desktopization of War” . . Retrieved 25 September 2016 .
  12. Jump up^ Merholz Peter. “Peter in Conversation with Don Norman About UX & Innovation” . Adaptative Path . Retrieved 25 September 2016 .
  13. Jump up^ “Donald A. Norman” . Laureate Database . The Franklin Institute Awards . Retrieved 2011-06-24 .
  14. Jump up^ Annual conference . Google Books. 2010-12-21 . Retrieved 2011-06-24 .
  15. Jump up^ Oden, Gregg C .; Lopes, Lola L. (1997). “Human Information Processing: An Introduction to Psychology by Peter H. Lindsay, Donald A. Norman”. The American Journal of Psychology . 110 (4): 635-641. doi : 10.2307 / 1423414 . (subscription required ( help )) .