by Don Norman
Dvorak keyboard, 278
Early adopters, 271
Edison, Thomas, 270
Electrical standards, 249
e-Books (Electronic books), 16, 143, 286, 288–290, 319
Electronic games, 282
Electronic reminders, 109
Elevators, destination-control, 146–149
Emotion, xiii, xv, 5, 47–56, 293–295, 310
behavioral level, 50–56
cognition and, 47–50, 53–55
positive and negative, 10, 38, 49, 63–64
reflective level, 50, 53–56
visceral level, 50–51, 53–56
Emotional Design (Norman), 49, 54
Engineers
as designers, 6–8, 10
as users of design team output, 241–242
Environment, attributing failure/error to, 61–62, 63, 168
Environmental cue, as reminder, 109
Epic poems, memory for, 82–85
Error, 66–68, 162–216
automation and, 213–214
checklist to reduce, 189–191
classification as slips or mistakes, 170
defined, 170–171
deliberate violations and, 169–170
design and, 162–163, 198–211, 215–216
design to prevent or lessen cost of, 67–68, 198–210, 202–205
detecting, 194–198
reasons for, 163–169
reporting, 191–194
resilience engineering and, 211–213
social and institutional pressures and, 186–191
See also Mistakes; Slips
Error messages, 203–205
Ethnography, 222–224
Evaluation, 38–40, 216
action cycle and stages of, 40–44
Event-driven behavior, 42, 43
Everyday practice, scientific theory vs., 104–105
Execution, 38–40, 216
action cycle and stages of, 40–44
feedforward information and, 71–72
Expectations
behavioral cognition and, 52
emotions and, 52–53
Experience design, 4–5, 9, 302, 307
Experts
design and, 6
Jidoka and, 192
slips and, 7, 173, 199
unconscious action and, 47, 100–101, 173, 180, 216
Eyewitness testimony, 97
Fahrenheit scale, conversion between Celsius scale and, 101–102
Failure
attributing reason for, 61–62
“fail frequently, fail fast,” 229
learned helplessness and, 62–63
learning from, 64, 229
positive psychology and, 63–65
self-blame and, 65–71, 113, 162–169
Farber, Sam, 244–245
Faucet design, 115–116, 150–155
Featuritis, xvii, 258, 261–265
Federal Aviation Authority (FAA), 193–194, 200
Federal Communications Commission (FCC), 250, 251
Feedback, 10, 23–25, 298
as aid in design, 71–72
behavioral states and, 52
to bridge Gulf of Evaluation, 39, 40
characteristics of effective, 23–24
communicating progress, 60
faucet design and, 153
prioritizing, 25
reducing error and, 216
Feedforward, 71–72, 216
Filing cabinet, Gulfs of Evaluation and Execution and, 37–39
Financial institutions, mistake outcomes, 198
Financial transactions, sensibility checks and, 206
Fingerworks, 269–270
Fire exit lockout, 144
Fire extinguisher pins, 144
Fischhoff, Baruch, 197
“Five Whys” analysis, 165–169, 219
Flexibility, designing to accommodate, 246–247
Flow state, 55–56
Forcing functions, 141–142, 143
deliberate disabling of, 145
interlocks, 142–143
lock-ins, 143–144
lockouts, 144–145
memory-lapse slips and, 176–177
reducing error and, 216
Ford, Henry, 292
Foresight ≠ hindsight, 197, 315
Frames, 129
Freud, Sigmund, 173
F-22 airplane accidents, 164–166
Games, 256
Gated product development methods, 234, 235
General Electric, 30
Generalizations, forming, 57
Gestalt psychology, 12, 22
Gestural keyboards, 278
Gesture-controlled faucets, soap dispensers and hand dryers, 115–116
Gibson, J. J., 12
Gibsonian psychology, 12
Gimli Glider Air Canada 767
accident, 172, 314
Global Positioning System (GPS), 214, 281
Goal
be-goal, do-goal, and motor-goal, 233
comparing outcome with, 41
conscious vs. unconscious, 42
stages of execution, 41, 42–43
Goal-driven behavior, 42–43, 44
Goffman, Erving, 129
Google, 90
Gore, Al, 290
GPS. See Global Positioning System (GPS)
Graphical user interface, 100
Greetings, cultural conventions regarding, 130–131
Gulf of Evaluation, 38–40, 216
Gulf of Execution, 38–40, 216
Hand dryers, gesture-controlled, 115–116
Handed-up technology, 297
Haptics, 95
Hassenzahl, Marc, 233
HCD. See Human-centered design (HCD)
Hersman, Deborah, 210
High-definition television (HDTV), 250–252, 272
Highway signs, misinterpreting, 196–197
Hill climbing, 281
Hindsight,
explanations given in, 183, 197–198, 315
foresight ≠ to, 197, 315
Hollnagel, Erik, 212
Homer’s Odyssey and Iliad, 84
Household appliances, 240–241, 292
Human-centered design (HCD), 8–10, 137, 219–220, 221–236
activity-centered design vs., 231–234
design thinking and, 219
idea generation (ideation) in, 222, 226–227
incremental innovation and, 281
iteration, 229–230, 234–236
iterative design vs. linear stages, 234–236
observation/design research and, 222–226
in practice, 236–239
prototyping in, 222, 227–228
role of, 9–10
spiral method, 222. See also Iteration
testing in, 222, 228–229
Human error, See Error
Human-machine interaction, 6, 185, 215
Hutchins, Edwin, 287
HyperCard, 289
Idea generation (ideation), 222, 226–227
Identity theft, 90
IDEO, 64, 229, 303, 307
“fail frequently, fail fast,” 229
“if only” statements, accidents and, 209
Iliad (Homer), 84
Implanted devices, 284
Implicit knowledge, 236
Inclusive design, 243–247
Incremental innovation, 279–281
Individual
as focus of design, 231, 233
technology and empowerment of, 295–297
Industrial design, 4–5, 9
Industrial Design Society of America (IDSA), 5
Industrial settings, natural mapping and, 117
Information pickup, 12
Innovation, xvii, 43, 374, 279–282, 397, 317
radical and incremental, 279–282, 319
Inside-out display, 121–122
InstaLoad battery contacts (Microsoft), 126, 127, 313
Institutional pressure, accidents and, 186–191
Instruction manuals, see manuals
Interaction, principles of, xii–319
Interlocks, 142–143
Interpret, in action cycle, 41
Interruptions, as source of error, 163, 176, 199–200
iPod, 233
Iteration in design, 222, 229–230, 234–236. See also Repetitive cycles
Jidoka, 192
Joysticks, 21
Junghans Mega 1000 digital watch, 27–28
KAIST, wall at, 18
Kasparov, Gary, 287
Kelly, David, 229
Key
automobile, 141–142
physical constraints and design of, 127–128
Keyboard, evolution of, 264–267, 274–279, 318–319. See also QWERTY
Key logger, 91
Kiss nightclub fire, 181
Kitchen organization, 247
KLM Boeing 747 crash, 186–187
Knobs, 13, 177
Knowledge
arbitrary, 98–100
declarative, 78
procedural, 78–79
retrieval of, 97–98
Knowledge-based behavior, 179, 180
Knowledge-based mistakes, 171–172, 184–185
Knowledge in the head, 74–75, 105–109, 123
behavior and, 75–77, 79–85
memory as, 86–91
in multiple heads, multiple devices, 111–113
prospective memory and, 107–109
remembering air-traffic control instructions and, 105–107
tradeoff with knowledge in the world, 109–111
Knowledge in the world, 74–75, 77–79, 123
behavior and, 75–79
Lego motorcycle construction and, 123–125
operating technology and, 216
tradeoff with knowledge in the head, 109–111
See also Constraints
Kuhn Rikon, 244
Law, cultural convention codified into, 131
“Law of Product Development,” xvii, 237–239, 261
Learned helplessness, 62–63
Learned skills, 51–53
Learning
changes in convention and new, 149–150
conscious thinking and, 45–46, 100–101
failure and, 64
knowledge in the environment and, 78
rote, 98
Legacy problem, 127, 266, 274
Lego motorcycle, 123–125, 129, 130, 262, 263
Leveson, Nancy, 212
Levitt, Theodore, 43–44
Life cycle, product, 294
Light, stages of turning on, 40, 42
Light controls, activity-centered, 140–141
Light, as feedback, 23–24
Light switches, mapping and, 20–21, 135–140
Linear stages of design, 234–236
Living with Complexity (Norman), 14, 247
Lizard brain, 50–51
Location-based reminders, 109
Lock-ins, 143–144
Lockouts, 144–145
Locks, physical constraints and design of, 127–128
Logical constraints, 124–125, 130
Long-term memory (LTM), 47, 95–98
Lord, Albert Bates, 83–84
Machine-people interaction, 68, 185, 215
Machine-readable codes, 207
Machines, characteristics of, 5–6
Management, role in design, 34–35
Management review, 234, 235
Manuals, 3–4, 26, 27, 29, 180, 185, 294
system image and, 31
Manufacturing, product success and, 294
Mapping, 10, 20–23, 72, 298
bridging Gulf of Execution and, 40
culture and, 118–122
faucet design and, 151, 154
levels of, 115
minimizing chance of inappropriate actions using, 67
natural (see Natural mapping)
Market analytics, 224–225
Marketing
effect on design, 277–278
product success and, 294
Market research, design research vs., 224–226
McAfee, Andrew, 287
Meaning, semantic constraints and, 129–130
Meaningful things, memory for, 98–100
Medicine
checklists in, 190–191
electronic records, 95
errors in, 198, 200, 206
interruptions in, 200
safety reporting system, 194
Memory
acoustical, 94
approximate methods and, 100–105
for arbitrary things, 98–100
constraints and, 82–85
declarative, 47, 97
distortions/falsification in, 96
knowledge in the head and, 86–91, 105–109
long-term, 47, 95–98
for meaningful things, 98–100
in multiple heads, multiple devices, 111–113
procedural, 47, 96–97
prospective, 107–109
reflective, 53–54
retrieval, 45–47
short-term (working), 92–95
structure of, 91–105
transactive, 111–112
use of mnemonics, 88, 93–94, 99
See also Knowledge in the head
Memory-lapse mistakes, 171, 172, 185–186, 195, 199–200
Memory-lapse slips, 171, 173, 176–177, 195, 199–200
Mental arithmetic, 103–104
Mental models, 26, 31. Conceptual models
Mercedes-Benz, 22, 279
Metaphor, design and choice of, 120–122
Metric measurement, 149, 253, 254
accidents resulting from conversion, 172, 314
Microsoft
flexible date and time formats, 70–71
InstaLoad battery contacts, 126, 127, 313
Microwave ovens, interlocks and, 142
Mistakes, 170–173
classification of, 179–186
confirmation messages and, 204–205
detecting, 194, 195
explaining away, 195–196
knowledge-based, 171–172, 184–185
memory-lapse, 171, 172, 185–186, 195
rule-based, 171, 180–184
See also Error; Slips
Mitsubishi, 269
Mnemonics, 88, 93–94, 99
Mode error slips, 174, 177–179, 207
Models
approximate, 100–105
See also Conceptual models
Modes, 177–178
Moon, Youngme, 262–263
Moral obligations of design, 291–293
Motorcycle
Lego, 123–125, 129, 130, 262, 263
steering system, 102–103
turn signal switch, 99–100
Motor-goal, 233
Motor system, visceral response and, 50–51
Multidisciplinary approach to design, 34–36, 238–239, 242–243
Multitasking, error and, 200
Multitouch displays, 269, 270
Music, technological change and, 283
Names
identifying people by, 89–90
memory for, 98
Narrative, conceptual models as form of, 57–59
National Academy of Engineering, 286
National Aeronautics and Space Administration (NASA), 193–194
National Highway and Traffic Safety Administration (NHTSA), 157, 159–160
National Institute of Health (NIH), 278
National Transportation Safety Board (NTSB), 135, 188–189, 198, 210
Natural mapping, 22, 113–118. See also Mapping
culture and, 118–122
gesture-controlled devices and, 115–116
in industrial settings, 117
as knowledge in the world, 79
light switches and, 137–140
reducing error and, 216
spatial cues and, 115
stove controls and, 113–115, 116–
117, 118
tradeoffs, 117–118
Negative emotional state, 49
Nest thermostat, 68–69
Nickerson, Ray, 74
Nielsen, Jakob, 229
Nielsen Norman group, 303, 317
Nissan, 158
Nonstandard clock, 249, 250
Norman, Don 92
“Norman doors,” 1–3
Norman’s law of product development, xvii, 237–239, 261, 309 310
Norms, cultural, 130–132
Novices, mistakes and, 173, 199
NTSB. See National Transportation Safety Board (NTSB)
Nuclear power plant accident, 7, 201
Observation, in human-centered design, 222–226
Odyssey (Homer), 84
Office copiers, design constraint for, 241
Our Choice (Gore), 290
Outside-in display, 121, 122
Overlearning, 45–46
OXO, 244–245
Paller, Ken, 96
Palo Alto Research Center (PARC), 227, 317
Panic bars, 60, 133
Paris Métro doors, 134–135
Passwords, remembering, 86–89, 91, 312
Patents, 238
Pedestrians, and electric cars, 157–161
Penny, knowledge in the head and in the world and, 74–75, 77
People with special needs, designing for, 243–247
Perceive, as stage of evaluation, 41
Perceived affordances, 13, 18, 19, 145. See also Signifiers
Perform, as stage of execution, 41
Personality, attributing failure to, 61–62
Physical anthropometry, 243
Physical constraints, 124–128
battery design and, 125–127
forcing functions, 141–142, 143
as knowledge in the world, 79
locks and keys and, 127–128
Pilots, remembering air-traffic control instructions, 105–107
Plan, as stage of execution, 41
Planned obsolescence, 291–292
Plato, 286
Poetry, constraints of, 82–85
Poka-yoke, 193
Porsche, 158
Positive psychology, 63–65
Precision, knowledge and, 76, 79–82
Predictive typing, 266
Price, design and competition/focus on, 241, 259, 260, 264
Problem identification in design, 217–220
double-diamond diverge-converge model of design and, 220–221
See also Human-centered design (HCD)
Problem solving, reflective, 46–47
Procedural knowledge, 78–79
Procedural memory, 47, 96–97
Product development
competitive forces in, 259–264
cycle of, 268–279
Don Norman’s law of, 237–239
managing, 235–236
multidisciplinary needs, 34–36, 238–239, 241–243
process of, 221–230, 234–236
prototyping, 227–228
technology and, 258, 264–268
timing of innovation, 271–272
Product manager, 230
Products
development cycle, 260, 268–279
