Donald Norman
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Beauty and brains, pleasure and usability - they should go hand in hand.
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In my opinion, no single design is apt to be optimal for everyone.
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Readers always seem to think that the author has some control over the design of their books.
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It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format.
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User-centered design means working with your users all throughout the project.