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Design thinking is a myth: designers have no special creative thought process, and the term is a public relations label for good old-fashioned creative thinking.

Drawn from what Don Norman said, then moved away from

design

design How things should be made and judged: what makes a design good, who should do the designing, and what an interface is for.

designunder our current: The user is not you: design for what they need, and study them to improve what exists Who should design software, and how?under our view: Studying users improves what exists; the breakthroughs come from technology and from questioning the obvious

A private bookmark. Not a position, and never counted.

What Don Norman actually said

Word for word, with the source under each one. They did not write this page.

  1. Don Norman · held 3 years

    Cognitive scientist and designer

    As a result, I have changed my mind: Design Thinking really is special. Alas, it isn't embraced by all designers, but where it exists, it is powerful.

    Since my essay was posted, I keep encountering people who jump to solutions and who fail to question assumptions—engineers, business people, and yes, designers (and design students). These encounters made me reconsider.

Added to korrents 25 Jun 2010 · How quotes work · Something wrong? Tell us

Holders over time
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01 Jun 2010 Sept 2026
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