Don Norman

Don Norman is co-founder and principal of Nielsen Norman Group, which is the home for his consulting and keynote talks. Norman is an IDEO fellow and  a member of the Board of Trustees of IIT's Institute of Design in Chicago. His latest book is "Living with Complexity."


Manufacturing, Design, and Innovation (at

October 1, 2012

This is an expanded version of my welcoming address to the "Workshop on Building the National Network for Manufacturing Innovation," September 27, 2012, held at the western conference center of the National Academies, Irvine, California. Website

Rethinking Design Thinking (at

June 25, 2010

A powerful myth has arisen upon the land: That designers possess some mystical, creative thought process that places them above all others in their skills at creative, groundbreaking thought.

Making Web Advertisements Work

May 5, 2003

Web users are highly goal-driven, and ads that interfere with their goals will be ignored. To succeed, ads must work with the medium, as well as with the user's aims and mindset.

DVD Menu Design: The Failures of Web Design Recreated Yet Again

December 9, 2001

Designers of DVDs have failed to profit from the lessons of previous media. DVD menu structures are baroque, less usable, less pleasurable, less effective. It is time to take DVD design as seriously as we do web design. The field needs discipline, attention, to the User Experience, and standardization of control and display formats.

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