Don Norman has paved the way for design as we know it. He is a retired Professor, Apple VP, and co-founder of Nielsen Norman Group. His 21 books include Emotional Design, Design of Everyday Things, and Design for a Better World.
(00:00:00) Introduction
(00:01:06) Don Norman introduction
(00:02:45) Don's 5th retirement
(00:05:16) Design Lab University of California San Diego
(00:06:53) Author of 21 books
(00:09:39) Design for a better world is spreading
(00:11:41) What's wrong with human centered design
(00:12:56) Expanding our mind and staying curious
(00:15:06) Logic is not how people think
(00:17:55) The value of creativity
(00:19:43) How economics is significant to design
(00:21:59) Nobel Prize for economics
(00:25:14) Sidetracked on profit
(00:27:06) Changing human behavior
(00:30:39) Prioritize the most important thing
(00:32:56) Problems like climate change are invisible
(00:33:39) Greenwashing is good
(00:35:00) If your company is wrong, give them a solution
(00:38:20) You must understand the entire company
(00:40:36) How design increases the quality of life
(00:45:58) Lifestyle changes since writing the book
(00:50:28) The US medical system has been taken over by profit
(00:52:36) Politics and lobbying for Apple
(00:55:31) The world is complex
(00:56:22) Design systems
(00:58:40) Are ICs powerless?
(01:01:08) UN Sustainable Development Goal 17
(01:01:37) The Netherlands is a leader for sustainability
(01:05:44) Colonialism rules the world
(01:12:29) It's not too late
Resources Mentioned:
Design for a Better World Resources
Don Norman Design Award
Nudge: Improving Decisions About Health, Wealth, and Happiness
Understanding Computers and Cognition: A New Foundation for Design
Empire of Cotton: A Global History
Where to find Don Norman:
Linkedin: [ Ссылка ]
Website: [ Ссылка ]
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I'm Sera Tajima, Founder of The Craft.
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