Don Norman

Most companies compare features with their competition to determine where they are weak, so they can strengthen those areas. Wrong, argues Moon. A better strategy is to concentrate on areas where they are stronger and to strengthen them even more.

Was the development of tablets controlled by gestures revolutionary?

failure in the high-tech world of California is not considered bad

Designers need to focus their attention on the cases where things go wrong, not just on when things work as planned. Actually, this is where the most satisfaction can arise: when something goes wrong but the machine highlights the problems, then the person understands the issue, takes the proper actions, and the problem is solved. When this happens smoothly, the collaboration of person and device feels wonderful.

Feedback has to be planned. All actions need to be confirmed, but in a manner that is unobtrusive. Feedback must also be prioritized, so that unimportant information is presented in an unobtrusive fashion, but important signals are presented in a way that does capture attention

A conceptual model is an explanation, usually highly simplified, of how something works. It doesn’t have to be complete or even accurate as long as it is useful.

This simplified model is helpful for normal usage, but if the network connection to the cloud services is interrupted, the result can be confusing. Information is still on their screen, but users can no longer save it or retrieve new things: their conceptual model offers no explanation. Simplified models are valuable only as long as the assumptions that support them hold true.

There are often multiple conceptual models of a product or device. People’s conceptual models for the way that regenerative braking in a hybrid or electrically powered automobile works are quite different for average drivers than for technically sophisticated drivers, different again for whoever must service the system, and yet different again for those who designed the system

Mental models, as the name implies, are the conceptual models in people’s minds that represent their understanding of how things work.

The major clues to how things work come from their perceived structure—in particular from signifiers, affordances, constraints, and mappings.