Don Norman shares what's important to him right now, why stupid questions matter, what it means to design for a better world, and why he’s okay with changing his mind.

Highlights include:

• Why are our users not who we think they are?
• What needs to change and what can stay the same?
• Why did it take you so long to change your focus?
• Should change be incremental or wholesale?
• How does design dogma distract us?

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Who is Don Norman?

Don is the Co-Founder and a member of the Executive Committee of Future of Design Education, where he is helping to shape a global effort that will provide an in-depth, evidence-driven, academic foundation for future generations of designers.

Back In 1998, Don Co-Founded the influential Nielsen Norman Group with Jakob Nielsen, from which he has also recently retired and was awarded the title of Principal Emeritus. 

Prior to co-founding NNG, Don invested five years at Apple, starting in 1993 in the role of Apple Fellow, as a User Experience Architect - the first use of the phrase User Experience in a job title - before becoming the Vice President of the Advanced Technology Group. 

Until December 2020, Don was the Founding Director of Design Lab at the University of California, San Diego, an initiative he started in 2014 to focus on complex socio-technical issues . For his contribution he was honoured with the title Director Emeritus.

Don is a Board Member Emeritus of the Institute of Design, a former IDEO Fellow, a member of the National Academy of Engineering, and a fellow of the American Academy of Arts and Sciences.

He has also spoken in boardrooms and on stages across the globe, and has written over a dozen books, of which “Design of Everyday Things” is his best known. But it his upcoming book, “Design for a Better World”, that, perhaps, he hopes will be of most consequence.

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Find Don here:

• LinkedIn: https://www.linkedin.com/in/donnorman/
• Twitter: https://twitter.com/jnd1er
• Website: https://jnd.org/

A couple of Don’s books:

• Design for a Better World: Meaningful, Sustainable, Humanity Centered - 
  https://amzn.to/3Awhcp3
• The Design of Everyday Things: Revised and Expanded Edition - 
  https://amzn.to/3OkPYXU

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