Don Norman: Designing For People

Nielsen Norman Group

New York Times, November 11, 2007

In the New York Times for Sunday, November 11, 2007, John Markoff wrote about the DARPA Grand Challenge in which completely autonomous automobiles completed a complex course through city streets with pedestrians and other traffic. Within the article he also says:

Donald A. Norman, a psychologist and an industrial designer, argues in “The Design of Future Things,” his recently published book, that a new organism is emerging that he calls a “person+machine.”

“Machines have neither motives nor emotions,” he wrote recently in an e-mail message. “Still, machines, appliances and even services have personality traits, if only because they were designed to be conscientious or not, friendly or curt, smooth or abrupt, condescending or understanding, recalcitrant or forgiving.”

Autonomous machines of the future, he said, will increasingly have emotions for the same reason that people have them: to protect themselves as well as to make choices among competing demands for their attention as well as a mechanism for social cooperation.