In this blog, we will discuss the two influential UI/UX thinkers who have made significant contributions to user understanding, problem-solving, and crafting meaningful experiences: Don Norman, the Father of UX, and Edward de Bono, the philosopher of creative and lateral thinking. As a UX designer, their philosophies are not only inspiring but also crucial in designing usable, thoughtful, and creative products. Every buddy designer must follow them while building skills and a career in UI UX design.
Don Norman: Father of User Experience
Don Norman has earned his reputation as the “Father of User Experience” as he popularized the term “user experience”, or more popularly “UX”. He defined it as follows:
“User experience’ encompasses all aspects of the end user’s interaction with the company, its services, and its products.”- Don Norman
He also gave us the concept of “user-centered design” (UCD). It is now known as “human-centered design” (HCD).
Don Norman is also a cognitive scientist, usability engineer, and one of the best-known voices in UX design
Work that contributes to the UX field:
User-centered design and Human-centered design:
User-centered design is a concept that talks about users’ needs, likes, and dislikes. It guides in following users’ preferences and making designs according to them. The processes and definition of UCD have changed over the years, and once DOET (The Design of Everyday Things) was out, Don started referring to it as “human-centered design.” HCD aims to humanize users by referring to them as “people” rather than the dehumanizing word “users.”
Design of Everyday Things:
DOET is the best-selling book originally published in 1988 with the title of Psychology of Everyday Things. In this book, Don Norman introduced 7 principles to the world of UX Design. These include:
- Visibility: Make it easy for users to see critical elements so they understand what actions are available.
- Feedback: Give users instant feedback on actions to establish confirmation of outcomes and direct them.
- Constraints: Restrict the actions people can perform to avoid mistakes and inform them about correct use.
- Mapping: It helps give an idea to users of what action will happen if they interact with a given option.
- Consistency: Use common elements in the UI. This helps in making well-predictable and understandable interactions.
- Affordances: Design objects in such a way that give cues to users about possible actions. For instance, a door handle affords to be pushed or pulled, a button on a website invites you to click on it, and a scrollbar gives a clue to drag up and down.
- Signifiers: Give clues or signs that tell people how to engage with items and where they should act. In the door scenario, a sign that states either “push” or “pull” makes it clear what you can do.
Meet Don Norman and understand what he thinks about UX in the given video:
Don Norman is a cognitive scientist who developed methods of research, writing, and advocacy. He has contributed to the development of UX as a discipline based on psychology, empathy, and iterative design thinking to make technology more accessible and meaningful to all people across the globe. Nowadays, many UX designers follow the theory of design from Don Norman’s approach.
Some Popular Quotes by Don Norman
He has also given many popular quotes to the world of UX design, some of which state:
“Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.”
“Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.”
“It is the duty of machines and those who design them to understand people. It is not our duty to understand the arbitrary, meaningless dictates of machines.”
“If the system lets you make the error, it is badly designed.”
Edward de Bono – The Architect of Lateral Thinking
Edward de Bono (1933- 2021) was a Maltese physician. He had multiple skills and joined many professions as an inventor, writer, and consultant.
He also gave us the term Lateral thinking. It is a problem-solving strategy that runs contrary to conventional logical thinking. He also developed the famous decision-making technique, like the Six Thinking Hats.
De Bono was not a UX designer by training, but his writings on creativity and ideation influenced UX design strongly, particularly during the ideation and research phases of design thinking.
Contribution of Edward De Bono in the User Experience Field:
Lateral Thinking:
Lateral Thinking is a systematic method of thinking differently. It is defined as an alternative to logical or step-by-step thinking. UX designers often require creative solutions for complex problems, and lateral thinking promotes breaking out of similar thinking patterns and creating new ideas for every problem.
Six Thinking Hats:
Lateral Thinking covers out-of-the-box ideas creation, and The Six Thinking Hats, on the other hand, are for searching, building, and putting ideas into action. Different individuals and groups come together to think as a whole on particular issues and give the best positive ideas to apply their solutions practically. White, Red, Black, Yellow, Green, and Blue are the 6 thinking hats. Let’s explore them.
- White Hat: It focuses on information, data, and facts. UX designers use this method for research, gathering data, and identifying gaps in the information.
- Red Hat: It represents the emotions and feelings connected to the reactions of the users. This hat helps in calculating the emotional impact of a design very well.
- Black Hat: It represents risks, danger, and precautions of the design. We use this method for assessing the risk, flaws, or errors in an idea. It helps in avoiding poor decisions.
- Yellow Hat: This hat concentrates on the positivism, advantages, and values of an idea.
- Green Hat: This focuses on innovations, alternatives, and new ideas. Designers use this method for brainstorming, thinking about new ideas for designs, and problem-solving.
- Blue Hat: This method manages the thinking process and sets objectives. This method is used for structuring meetings, setting agendas, and summarizing decisions.
Quotes given by Edward De Bono state:
“The hats allow us to say things without risk. Wearing a hat gives you permission to express a certain type of thought, freeing you from ego or politics.”
“An idea that is developed and put into action is more important than an idea that exists only as an idea.”
“Humour is by far the most significant activity of the human brain.”
“If you never change your mind, why have one.”
Closing words on the 2 UI/UX Visionaries
I feel that following the famous figures like Don Norman and Edward De Bono is really important for new buddies like us. They both have played a major role in shaping the profession of UX. These legends not only teach us to understand our users well but also guide us to set a balance between empathy and innovation.
Cognitive thinking and usability principles are valuable concepts given by Don Norman. These make us people-centered. Edward de Bono gives us the tools to think differently. He teaches us to ask questions and create new ways of thinking.
Philosophies of both of these influential thinkers have big lessons that everyone should follow while designing a mobile app or a website. We can get more thoughtful questions, notice new possibilities, and design better according to user needs.
Author Introduction:
The blog is written by one of our students, Aditi Guleria, under the guidance of our UX expert, Ravi Bhadauria Sir. So far, Aditi has achieved a good level of design. You can check Aditi’s work on Behance
Our focus always remains on portfolio development and building confidence in the hearts of our students. You can also start learning with our 12-month-long UI UX Master Plus diploma and get hired as a UI UX designer.
