About Don Norman
I live several lives:
- University Professor
- Company advisor and board member;
- Keynote speaker;
- Author of books and columns.
I've retired twice, once from the University of California, San Diego (where I was founder and chair of the department of Cognitive Science) and once from Northwestern University, where i was a professor of Computer Science and Design, co-directing the MMM dual degree program between the School of Engineering and the Kellogg School of Management, a program that gave students both an MBA and engineering degree, with the focus on design and operation. And, as the opening sentence of this biography suggests, I'm back at UC San Diego.
I am co-founder and principal of the User Experience/Usability consulting firm, the Nielsen Norman group, which is the home for my consulting and keynote talks. I'm an IDEO fellow and a member of the Board of Trustees of IIT's Institute of Design in Chicago. My latest books are "Living with Complexity" and "The Design of Everyday Things: Revised and Expanded."Biography
Biographical sketches (a Microsoft Word file)
Academic Résumé (a PDF file)Contact Information
See the "Consulting and Talks" tab. Reporting Problems With This Site:
Report problems to email@example.comPhotographs suitable for publication
Photographs suitable for publication. Permission for use is hereby granted.Family Websites
Mike Norman's Motorcycle blog: G-Force Engine development
Cyndi Norman Norwitz's Immune website
About Nielsen Norman Group
Jakob Nielsen and I formed the Nielsen Norman group in 1998 to help companies create better products, services, and websites. Bruce Tognazzini (Tog) joined us a bit later: in the photo, the three of us are lined up in this order: Tognazzini, Norman, and Nielsen.
We are user advocates. We help companies move toward human-centered products and internet interaction, the better to play a major role in the new world of customer-centered goods and services.
Jakob works on websites and other internet products and applications. I am most interested in consumer products. Most of my consulting is at the executive level, for the biggest problem with the development of services and products has to do with company organization and culture. Invariably I start off assessing the technologies and end up recommending administrative and organizational change. My experience ranges from household goods to human error and safety -- I have worked on nuclear power plant control rooms, aviation, and hospital systems. I bring to bear considerable practical experience as a VP at Apple, and executive at HP, and experience at startups ranging from executive, to advisor, to board of directors. And to the experience a theoretical grounding in cognitive science, computer science, and design, as well as multiple years co-directing a dual-degree MBA program at Northwestern University (students got a Kellogg MBA plus an engineering degree: I was the director from the school of engineering, teaching design thinking to the MBAs).
The Nielsen Norman group shares a common goal: by focusing upon people, we create products and services that enhance customer satisfaction, that maintain relationships, and increase sales.
Success in human-centered design requires giving equal weight to user experience, marketing and technology: The result is increased customer satisfaction, coupled with lower costs and rapid time to market. The major barriers to success are not technological: they are social, political, and organizational.
About this site
Kara Pernice of the Nielsen Norman group assisted in the site design. Coded for Movable Type by Matthew Goddard (firstname.lastname@example.org), who also maintains the site. He can be reached at email@example.com.
If you encounter site difficulties, send email to firstname.lastname@example.org.
What does jnd.org mean?
In the field of psychophysics, that branch of experimental psychology that studies sensation and perception, a jnd is the amount that something must be changed for the difference to be noticeable, defined to mean that the change is detectable half the time. My goal is to make a noticeable difference -- many jnds worth -- in human-centered technology.
I started my career as an experimental/mathematical psychologist in psychophysics, and my love of the exquisite sensitivity and dynamic range of hearing and seeing, as well as the power of human perception has stayed with me.
For the definition of jnd as used in psychophysics, see the Wikipedia definition.
Keynote Addresses and Schedule
Contact information, bios, press photos, ...
- April 6, 2018. "Democratizing Design." Philosophical Society of Washington. (Cosmos Club, Washington, D.C.)
- April 25. Plenary Discussion (Jim Guszcsa asking me questions: Why Medical Technology needs Human-Centered Design. Digitial MedTech Conference, 2018. San Francisco.
- May 19, 2018. Keynote on "21st Century Design" at World Innovation and Entrepreneurship EXPO, Tongji University, Shanghai.
- March 30, 2019. Krupa (Interface Conference). Kyiv (Ukraine). Keynote: "21st Century Design."
Don Norman's publications and citation listGoogle scholar's citation page for Norman
For books, see "Books" on this website.
For all publications, see Academic Résumé