Understanding Good Design

An interview with Don Norman

Don Norman


In this interview, Don Norman explains the importance of designing for the right audience, the role of the generalist and the specialist. He also reveals what makes good product design and why you should ask the stupid questions.


"Ask stupid questions. The stupid questions are the most powerful questions. When you ask why is it this way? That's where the power is, when you push. And that's the breakthrough that leads to great radical innovation."


Understanding Good Design
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Education: Harvard University
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Favourite Book: Design of Everyday Things