2.6 Don Norman | Design for a Better World

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. 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 (Buy books locally if possible 😊) Where to find Don Norman: Linkedin: https://www.linkedin.com/in/donnorman/ Website: https://jnd.org/ Where to find Sera Tajima: LinkedIn: https://www.linkedin.com/in/seratajima Website: https://www.seratajima.com/ Sustainable Growth Playbook: https://www.the-craft.io/ Discord: https://discord.gg/Ke4MxXvSsn