Don Norman

Cognitive designer and author of *The Design of Everyday Things*. Pioneer of user-centred design and usability as a discipline.

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Don Norman is a cognitive designer, researcher, and author. With The Design of Everyday Things he helped popularize concepts like affordances, signifiers, and the user’s action model — foundations of the usability language many product teams use today.

His approach insists that usage errors are often design failures, not user failures, and that good experience requires understanding how people perceive, interpret, and act on the world.