Don Norman is a cognitive science professor (UC San Diego, Northwestern) turned executive (Apple vice president) turned designer (IDEO Fellow), and author of 20 books, including Living with Complexity and The Design of Everyday Things. He can be found at jnd.org.
Excerpted with permission from “The Design of Everyday Things: Revised and Expanded Edition” by Don Norman. Available from Basic Books, a member of the Perseus Books Group. Copyright © 2013. UK edition published by MIT Press.