Donald Arthur Norman, a founder of The Cognitive Science Society, is an expert of cognitive science and is widely considered to be the first to apply advanced human factors to design via cognitive design. - Wikipedia
Even the smartest among us can feel inept as we fail to figure out which light switch or oven burner to turn on, or whether to push, pull, or slide a door. The fault, argues this ingenious—even liberating—book, lies not in ourselves, but in product design that ignores the needs of users and the principles of cognitive psychology.
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