Book Summary: The Design of Everyday Things (Don Norman)
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The Design of Everyday Things by Don Norman is a foundational book in user-centered design that explores how products should be designed to align with human behavior and psychology. Norman emphasizes the importance of intuitive design, usability, and user feedback, helping product managers, designers, and engineers create products that users find intuitive and satisfying. The book introduces key principles and concepts that allow practitioners to design products that are effective, user-friendly, and enjoyable. Here’s a practical guide based on The Design of Everyday Things for product managers looking to enhance their approach to product design.
Core Principles of Good Design
Norman presents fundamental principles for effective design: affordances, signifiers, constraints, feedback, mapping, and conceptual models. These principles help users understand how to interact with a product, making the experience smoother and more intuitive.
Practical Tips:
Affordances: Design elements should “afford” or suggest their intended use. For example, a button should look clickable. Evaluate each feature to ensure it clearly communicates its purpose.
Signifiers: Add signifiers, like labels or icons, to guide users. For instance, an icon indicating “drag to upload” helps users understand an action they can take. Use signifiers strategically to clarify functionality.
Constraints: Design constraints to guide user behavior and prevent errors. For instance, greying out non-applicable options limits mistakes. Constraints help users focus and make fewer errors.
Feedback: Ensure that every action provides feedback. Whether it’s a sound, visual change, or message, feedback confirms an action and lets users know what’s happening. For example, a loading bar informs users of progress.
Mapping: Ensure there is a logical connection between controls and their outcomes. Place controls near the objects they control or label them to reduce user confusion.
Conceptual Models: Align the product’s design with users’ mental models—the way they expect the product to work. Make complex systems easier by mirroring familiar concepts, like folders and files on a desktop.
Key Concepts and Their Application
1. Visibility – Making Functionality Clear
One of the main reasons products become difficult to use is because their functions are hidden or unclear. Users need to see the options available to them without having to guess or remember too much.
Practical Tips:
Make Key Functions Visible: Prioritize frequently used features by placing them in accessible areas. Use icons and labels that make their functions obvious.
Avoid Hidden Menus for Core Actions: Ensure primary functions aren’t hidden within dropdown menus or obscure icons. Aim to make these functions visible upon first glance.
2. Discoverability – Helping Users Learn as They Go
Discoverability refers to how easily users can find new functions and features. Norman emphasizes that products should enable users to explore and discover functions without external help.
Practical Tips:
Design Intuitive Interfaces: Use familiar icons and layouts that guide users naturally. New users should be able to navigate without extensive instructions.
Offer Subtle Hints: Provide contextual hints or tooltips to help users discover additional functionality without overwhelming them.
3. Feedback – Keeping Users Informed
Feedback is essential to let users know the result of their actions. This helps prevent frustration and confusion, especially for actions that don’t have immediate visible outcomes.
Practical Tips:
Provide Immediate Responses: For actions like clicking a button or filling out a form, give instant visual or auditory feedback. For example, show a checkmark when a user completes a form field correctly.
Use Loading Indicators for Delayed Actions: When actions take time, such as uploading or processing, use loading bars or animations to reassure users that the system is working.
4. Error Prevention and Recovery
Norman emphasizes the importance of designing to prevent errors and offering ways for users to recover from them. Users are more confident when they feel that mistakes won’t be catastrophic or irreversible.
Practical Tips:
Design with Safety Nets: Add undo options or confirmation messages for high-stakes actions, like deleting data. This feature reassures users and reduces the impact of mistakes.
Use Error Prevention Techniques: Implement constraints that prevent invalid entries or choices. For example, only allow valid dates in a date picker.
5. Simplicity Through Constraints
Constraints help guide user behavior by limiting choices, reducing cognitive load, and making products simpler and easier to use. When well implemented, constraints help users make correct choices quickly and easily.
Practical Tips:
Limit Options When Possible: Avoid overwhelming users with too many choices. For instance, provide three to five clear options for major tasks instead of dozens of settings.
Guide Behavior with Logical Constraints: For example, if users need to follow a sequence, disable later steps until each preceding step is complete. This approach helps users progress without confusion.
6. Consistency – Building Familiarity
Consistency in design fosters familiarity and predictability, making it easier for users to navigate. This includes consistent layout, color schemes, typography, and iconography.
Practical Tips:
Use Standardized Elements: Stick to familiar UI elements like buttons, icons, and menus. Don’t reinvent the wheel for common actions like “Save” or “Delete.”
Maintain a Consistent Style: Ensure design elements like colors, fonts, and spacing are consistent across the product. This consistency reduces cognitive load and enhances the user experience.
Applying Norman’s Design Principles in Product Management
Norman’s principles can be applied to improve every stage of product development, from ideation to testing. Here’s how product managers can use these principles to guide their teams:
Conduct Usability Testing Early: Testing reveals how users interact with the product and highlights areas where principles like visibility, feedback, and consistency can be improved.
Prioritize User-Centered Design: Encourage your team to focus on how users think and interact, not just on functionality. Emphasize designing for the user experience rather than technical specs alone.
Iterate Based on Feedback: Regularly collect and apply user feedback to address pain points and improve usability. This iterative approach ensures the product evolves to meet user expectations.
Conclusion
The Design of Everyday Things equips product managers with essential design principles to create intuitive, user-centered products. By applying concepts like visibility, feedback, error prevention, and consistency, product managers can build products that are not only functional but also enjoyable to use. Norman’s approach to understanding human psychology in design encourages a holistic perspective, ensuring that products are accessible, efficient, and aligned with users’ needs and expectations. Following these principles leads to products that don’t just work but feel naturally usable, driving user satisfaction and loyalty.
Buy The Design of Everyday Things on Amazon.
Buy The Design of Everyday Things on Audible.
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