Are You a Cognitive Designer? (Don Norman)

Are You a Cognitive Designer? (Don Norman)


I’m often asked, “What kind of a
designer am I?” And I don’t know how to answer that question. In fact, I like the fact that I can’t answer
that question, because when you have to say what kind of a designer you are, it means
you’re somehow pigeon-holing yourself and saying, “Oh, I don’t know, user interface
design is different from user experience design, which is different from interaction design,
or maybe industrial design, or graphic design, or what have you.” No. We’re talking about one product it’s all the
same thing. We’re trying to make technology work well
with people. So what kind of a designer am I? What should I call myself? Am I really a designer? Who knows? So, I decided the correct way to answer this
was to invent a new kind of design that includes all the other kinds: so I’m a cognitive designer. Because what I do is I take what we understand
about the human being, human cognition, and I apply that to making technology, services,
systems better for the people who are involved. It’s all about applying cognition for the
benefits of people. We are really a bridge between technology
and the people, and human capabilities. So, I call myself a cognitive designer.


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