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.

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Chapters

(00:00:00) Don Norman introduction

(00:01:39) Don’s 5th retirement

(00:04:10) Design Lab University of California San Diego

(00:05:47) Author of 21 books(00:08:33) Design for a better world is spreading

(00:10:35) What’s wrong with human centered design

(00:11:50) Expanding our mind and staying curious

(00:14:00) Logic is not how people think

(00:16:49) The value of creativity

(00:18:37) How economics is significant to design

(00:20:53) Nobel Prize for economics

(00:24:08) Sidetracked on profit

(00:26:00) Changing human behavior

(00:29:33) Prioritize the most important thing

(00:31:50) Problems like climate change are invisible

(00:32:33) Greenwashing is good

(00:33:54) If your company is wrong, give them a solution

(00:37:14) You must understand the entire company

(00:39:30) How design increases the quality of life

(00:44:52) Lifestyle changes since writing the book

(00:49:22) The US medical system has been taken over by profit

(00:51:30) Politics and lobbying for Apple

(00:54:25) The world is complex

(00:55:16) Design systems

(00:57:34) Are ICs powerless?

(01:00:02) UN Sustainable Development Goal 17

(01:00:31) The Netherlands is a leader for sustainability

(01:04:38) Colonialism rules the world

(01:11:23) It’s not too late

Don’s Resources:

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: ⁠https://www.linkedin.com/in/donnorman/

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Don Norman on Designing for Sustainability and A Better World