Developing a UX Designer Mindset Based on Don Norman’s Teachings

User experience (UX) design revolves around creating products that provide meaningful and relevant experiences to users. To excel in this field, adopting the right mindset is crucial. Don Norman’s seminal book, The Design of Everyday Things, offers invaluable insights into the principles of good design. Here, we explore how to develop a UX designer mindset based on Norman’s teachings, backed by relevant statistics and real-life examples.

Human-Centered Design

Empathy

Empathy is the cornerstone of human-centered design, requiring designers to prioritize the needs, preferences, and limitations of their users. By deeply understanding who their users are and what they require, designers can create solutions that truly resonate. This involves more than just user interviews; it means stepping into the shoes of the users, experiencing their challenges, and understanding their contexts. Empathetic design leads to products that are not only functional but also meaningful and engaging, fostering a stronger connection between the user and the product.

Airbnb’s success is largely attributed to its empathetic design approach. By understanding the needs of travelers and hosts, Airbnb created a platform that offers a seamless and personalized experience. In 2020, Airbnb reported over 4 million hosts and 825 million guest arrivals since its inception, demonstrating the power of empathetic design in achieving user satisfaction and business growth .

• Airbnb’s Success: “Airbnb statistics: more than 4 million hosts worldwide,” Airbnb Newsroom, 2020

Observation

Observing users in their natural environments is a crucial practice in UX design. This method, known as contextual inquiry, helps designers understand the real-world scenarios in which products are used. Through observation, designers can uncover unmet needs, identify pain points, and gather insights that might not surface in a controlled testing environment. By spending time in the user’s world, designers can capture authentic interactions and genuine responses, leading to more accurate and effective design solutions.

IDEO, a global design company, used contextual inquiry to redesign a patient-friendly MRI machine for GE Healthcare. By observing children interacting with MRI machines, IDEO discovered that fear and anxiety were major pain points. They redesigned the machines with colorful, theme-based environments, resulting in a 90% reduction in sedation rates for pediatric patients .

• GE Healthcare MRI Machine Redesign: “How GE Healthcare turned a ‘scary’ MRI machine into an ‘adventure’ for kids,” CNN, 2016. CNN

Visibility and Feedback

Clarity

Clarity in design ensures that users can easily see and understand the actions available to them. This means avoiding hidden functions or ambiguous instructions that can lead to confusion. Clear design involves using familiar icons, straightforward language, and intuitive layouts. When users can effortlessly navigate a product and understand its functionality at a glance, they are more likely to have a positive experience and achieve their goals efficiently.

Google Search’s homepage exemplifies clarity in design. Its minimalist interface, with a prominent search bar and straightforward instructions, allows users to perform searches quickly and efficiently. This simplicity has contributed to Google’s dominance, with over 92% of the global search engine market share as of 2021 .

• Google Search Market Share: “Google’s Search Market Share,” Statista, 2021. Statista

Feedback

Providing immediate and clear feedback for user actions is essential for building trust and confidence. Feedback can come in various forms, such as visual cues, sound, or haptic responses, and should be designed to indicate success, errors, or the progress of an action. Effective feedback helps users understand the outcome of their interactions and reinforces their sense of control over the product. Without feedback, users may feel lost or unsure if their actions had the intended effect, leading to frustration and potential abandonment of the product.

Slack, a popular collaboration tool, uses various forms of feedback to enhance user experience. When a message is sent, a small animation confirms the action, and read receipts indicate whether messages have been seen. This immediate feedback helps users stay informed and confident in their interactions, contributing to Slack’s widespread adoption in over 750,000 organizations worldwide.

• Slack User Engagement: “Slack’s customer engagement playbook,” Slack, 2020. Slack

Affordances and Signifiers

Affordances

Affordances refer to the properties of an object that suggest how it can be used. For example, a button should look like it can be pressed, and a handle should appear as though it can be pulled. These design elements make it easier for users to understand how to interact with a product, reducing the learning curve and preventing errors. By designing with clear affordances, designers can create intuitive experiences where users can quickly grasp the functionality of the product without needing extensive instructions.

Apple’s iPhone utilizes affordances effectively. The physical home button (in earlier models) and the swipe gestures (in newer models) clearly indicate how users should interact with the device. This intuitive design contributes to the iPhone’s global popularity, with over 1 billion active devices as of 2021.

• Apple iPhone Active Devices: “Apple announces one billion active iPhones,” Apple, 2021. Apple Newsroom

Signifiers

Signifiers are visual or auditory cues that indicate how an object should be used. They guide users by providing hints about possible actions, enhancing the usability of the product. For instance, arrows indicating scroll direction, highlighted buttons for primary actions, and changing cursor shapes can all serve as signifiers. These cues help users navigate the interface and perform tasks more efficiently, leading to a smoother and more satisfying user experience.

Netflix uses signifiers to enhance user experience on its platform. Arrows indicate where users can scroll to find more content, and highlighted play buttons clearly signify where to click to start a show or movie. These design elements contribute to Netflix’s high user engagement, with over 200 million subscribers as of 2021.

• Netflix Subscribers: “Netflix reaches 200 million subscribers,” Variety, 2021. Variety

Mapping

Natural Mapping

Natural mapping involves designing controls and their effects in a way that is intuitive and easily understood. This means arranging controls in a manner that mirrors their real-world counterparts or expected outcomes. For example, stove controls arranged to match the layout of the burners make it easier for users to understand which control operates which burner. Natural mapping reduces cognitive load and minimizes the risk of errors, making interactions with the product more intuitive and efficient.

Car dashboards with controls that match the layout of the corresponding features, such as air conditioning vents and windows, exemplify natural mapping. This intuitive design reduces driver distraction and enhances safety, contributing to a better driving experience.

• Car Dashboard Design: General industry practice, reflecting intuitive and standardized design principles across major automotive brands.

Conceptual Models

Mental Models

Users form mental models based on their previous experiences and understanding of how things work. Designing for these mental models means providing clear and consistent information that aligns with users’ expectations. When users encounter a new product, they rely on these mental models to predict how the product will behave. By aligning design elements with these expectations, designers can create more intuitive and user-friendly experiences, reducing confusion and enhancing usability.

Microsoft Office products, such as Word and Excel, have maintained consistent interfaces over the years. This consistency aligns with users’ mental models, making it easier for them to navigate new versions without a steep learning curve. This approach has contributed to Office’s widespread use, with over 1.2 billion users globally.

• Microsoft Office User Base: “Microsoft Office by the numbers,” The Verge, 2021. The Verge

Errors and Resilience

Error Prevention

Designing to prevent errors before they occur is a fundamental principle in UX design. This involves using constraints, confirmations, and clear instructions to guide users towards the correct actions. For example, disabling a submit button until all required fields are filled or providing clear warnings before irreversible actions can help prevent mistakes. By anticipating potential errors and designing to avoid them, designers can create safer and more reliable user experiences.

E-commerce platforms like Amazon use error prevention techniques such as confirming orders before finalizing the purchase and providing warnings for incomplete forms. These measures help reduce user errors and improve the overall shopping experience, contributing to Amazon’s dominance with over 200 million Prime members globally.

• Amazon Prime Members: “Amazon Prime reaches over 200 million members,” Amazon, 2021. Amazon News

Error Recovery

When errors do occur, providing ways for users to easily recover is essential for maintaining a positive experience. This includes offering clear error messages that explain what went wrong and how to fix it, as well as providing options to undo or correct actions. Effective error recovery mechanisms help users regain confidence and continue using the product without frustration, leading to a more resilient and forgiving user experience.

Gmail’s “Undo Send” feature allows users to recall emails within a few seconds after sending. This error recovery option helps users correct mistakes and prevents potential embarrassment, contributing to Gmail’s popularity with over 1.5 billion active users worldwide.

• Gmail Active Users: “Google announces 1.5 billion active Gmail users,” The Verge, 2018. The Verge

Iterative Design

Prototyping

Creating prototypes early and often is a critical practice in the iterative design process. Prototypes allow designers to test and refine ideas before final implementation, providing valuable insights into what works and what doesn’t. This iterative approach involves creating multiple versions of a design, testing them with real users, and making improvements based on feedback. By iterating on prototypes, designers can ensure that the final product is well-tested, user-friendly, and meets the needs of its intended audience.

InVision, a digital product design platform, emphasizes prototyping in its design process. By allowing designers to create and share interactive prototypes, InVision helps teams gather user feedback early and iterate quickly, leading to better final products. This approach has made InVision a popular tool, used by over 7 million designers globally.

• InVision Users: “InVision: The leading product design collaboration platform,” InVision, 2021. InVision

User Testing

Conducting usability testing is essential for gathering feedback and making informed design decisions. Testing with real users helps identify pain points, usability issues, and areas for improvement. Iterative cycles of testing and refining are crucial for developing a successful product. By continuously seeking user feedback and making adjustments, designers can create products that are more effective, enjoyable, and aligned with user needs.

The development of the Xbox Adaptive Controller involved extensive user testing with gamers with disabilities. By incorporating feedback from real users, Microsoft was able to design a controller that met the diverse needs of its target audience, earning praise for its inclusivity and innovation.

• Xbox Adaptive Controller Development: “How Microsoft built the Xbox Adaptive Controller,” The Verge, 2018. The Verge

Simplicity and Aesthetics

Simplicity

Striving for simplicity in design means removing unnecessary elements and focusing on the essential functions of the product. A simple design reduces cognitive load and makes it easier for users to understand and interact with the product. This involves prioritizing clarity, minimizing distractions, and ensuring that every element serves a purpose. By simplifying the design, designers can create more intuitive and user-friendly experiences that meet the needs of their users without overwhelming them.

Instagram’s clean and simple interface allows users to focus on sharing and viewing photos and videos without unnecessary distractions. This simplicity has contributed to Instagram’s rapid growth, with over 1 billion active users as of 2021.

• Instagram Active Users: “Instagram reaches 1 billion monthly active users,” TechCrunch, 2018. TechCrunch

Aesthetics

While functionality is paramount, aesthetics also play a significant role in the user experience. A visually appealing design is more likely to be used and appreciated, enhancing the overall experience. Aesthetic designs can evoke positive emotions, increase user satisfaction, and contribute to the perceived quality of the product. Balancing functionality with visual appeal creates a harmonious and engaging user experience that delights users and encourages continued use.

Apple’s products are renowned for their sleek and aesthetically pleasing designs. The combination of functionality and visual appeal has made Apple one of the most valuable companies in the world, with a market capitalization exceeding $2 trillion as of 2021.

• Apple Market Capitalization: “Apple reaches $2 trillion market cap,” CNBC, 2021. CNBC

Contextual Awareness

Context

Considering the context in which the product will be used is crucial for creating relevant and effective designs. This involves understanding the environmental factors, cultural norms, and user scenarios that may influence how the product is used. By designing with context in mind, designers can create products that are more adaptable, responsive, and suited to the needs of their users. Contextual awareness ensures that the design is not only functional but also meaningful and appropriate for its intended use.

Uber’s app design considers the context of use, providing features like real-time tracking and easy payment options that cater to users on the go. This context-aware design has contributed to Uber’s success, with over 93 million active users as of 2021.

• Uber Active Users: “Uber’s global monthly active users reach 93 million,” Statista, 2021. Statista

Practical Steps to Adopt This Mindset

1. Read and Reflect: Thoroughly read The Design of Everyday Things and reflect on its principles. Consider how they apply to everyday objects around you. This will help you internalize the core concepts and understand their practical applications.
2. Practice Observation: Regularly observe how people interact with various products. Note what works well and what doesn’t. This practice will help you develop a keen eye for design details and user behavior, informing your own design decisions.
3. Engage in Design Thinking: Participate in design thinking workshops or exercises. This will help you internalize a user-centered approach and develop creative problem-solving skills.
4. Build Prototypes: Start with simple projects to practice prototyping and testing your designs. Prototyping helps you bring your ideas to life and gather valuable feedback early in the design process.
5. Seek Feedback: Always seek feedback from real users and be open to making changes based on their input. User feedback is essential for understanding the strengths and weaknesses of your design.
6. Stay Curious: Keep learning about new design trends, tools, and methodologies. The field of user experience design is constantly evolving, and staying updated will help you remain competitive and innovative.

By incorporating these principles and practices, you can develop a strong mindset for user experience design inspired by Don Norman’s influential work.

Summary of The Design of Everyday Things

Don Norman’s The Design of Everyday Things is a foundational text in the field of design, focusing on the importance of user-centered design and usability. Norman emphasizes the need for products to be designed with the user in mind, advocating for intuitive, accessible, and error-resistant designs. He introduces key concepts such as affordances, signifiers, feedback, and natural mapping, which help make products easier and more intuitive to use. The book also explores the role of mental models and the importance of iterative design processes, including prototyping and user testing. Norman’s work underscores the value of simplicity and aesthetic appeal in creating effective and enjoyable user experiences.

By understanding and applying these principles, UX designers can create products that truly resonate with users, fostering engagement, satisfaction, and loyalty.

Research and literature for this article were conducted by the dedicated team at UnBound Lab. For more insights and updates, follow us on LinkedIn and visit our website. We appreciate your support and look forward to connecting with you!