Don Norman: The term "UX"

Summary

In this insightful interview, Don Norman reflects on the true meaning of 'user experience' (UX) and its evolution. He recounts his time at Apple, where he helped coin the term, emphasizing that UX encompasses far more than just the design of websites or apps. It’s a holistic approach, covering every interaction with a product—from first impressions at the store to the challenges of setting it up and the emotions tied to the experience. Norman laments how the term has been diluted over time, stressing that UX is about every aspect of how we engage with the world, products, and services.

Takeaways

• 😀 UX is not just about interfaces; it encompasses every touchpoint a person has with a product, from discovery to usage and beyond.
• 😀 Don Norman coined the term 'user experience' at Apple to describe the holistic experience with a product, not just its design.
• 😀 The experience of using a product starts long before interacting with it—such as when you first see it in a store or open the box at home.
• 😀 The term 'user experience' includes emotional responses, frustration, or delight experienced by the user at various stages.
• 😀 Norman highlights that UX is not limited to websites or apps but extends to any service or system a person interacts with.
• 😀 The term 'user experience' was originally meant to encompass all experiences related to a product or service, including the act of talking about it.
• 😀 UX is a comprehensive system that involves all experiences tied to a product—not just the digital interface.
• 😀 Misuse of the term 'UX' has led to confusion, with many mistakenly associating it only with digital design or app creation.
• 😀 A true UX designer understands that designing a product involves considering the entire system of interactions and emotional experiences.
• 😀 Norman's vision of UX at Apple aimed to improve the product by addressing all user touchpoints, not just its design or functionality.

Q & A

What was Don Norman's role in shaping the term 'user experience'?

Don Norman played a pivotal role in coining the term 'user experience' during his time at Apple. He was part of the initiative to define and enhance the user experience, starting with improving Apple's already good products.

How did Don Norman describe the user's experience with Apple products?

Don Norman described the user's experience with Apple products as a broad, multi-faceted journey that starts from the moment a person first sees the product in a store, all the way through unboxing, setting it up, and even the challenges faced, like fitting the product in a car. The entire process, including interactions outside of using the product itself, constitutes the user experience.

What does Don Norman mean by 'user experience' beyond just the product?

Don Norman emphasized that 'user experience' goes far beyond just the product. It includes any interaction or aspect that shapes how a person experiences a service, system, or the world around them. This can even extend to how the product is discussed with others, not just the direct interaction with it.

What was the purpose of the 'User Experience Architect's Office' at Apple?

The 'User Experience Architect's Office' at Apple was created to enhance the user experience. The office aimed to improve the experience of using Apple products, even though the products were already good, by focusing on the broader interactions and emotions associated with them.

How does Don Norman view the modern use of the term 'user experience'?

Don Norman criticizes the modern misuse of the term 'user experience,' especially when it is narrowly applied to areas like website or app design. He believes this simplified understanding fails to capture the broader scope of what user experience truly entails.

What does Don Norman think about people who call themselves 'user experience designers' today?

Don Norman expresses concern about individuals who label themselves as 'user experience designers' while focusing solely on websites or apps. He believes many of them lack a true understanding of the broader concept of user experience.

According to Don Norman, what are the different aspects that contribute to a user’s experience?

Don Norman argues that a user's experience is influenced by every touchpoint with a product or service, including initial perceptions, physical interactions, and even post-use discussions. He believes that all these moments together shape the user’s overall experience.

Why does Don Norman emphasize the importance of the 'experience' of the product, even before using it?

Don Norman highlights that the experience of a product begins even before its use, from the moment a consumer sees it in a store or hears about it. He suggests that these early experiences, including how a product is perceived, packaged, and marketed, are integral to forming a lasting user experience.

What does Don Norman mean when he says the user experience involves 'everything'?

When Don Norman says the user experience involves 'everything,' he means that it encompasses not just the physical use of a product but also the entire journey a person undergoes—from first discovering the product to its use, and even how it is discussed with others.

How does Don Norman’s view of user experience differ from the modern, simplified definition?

Don Norman's view of user experience is much broader than the modern, simplified definition that limits it to websites or apps. He believes that user experience should account for all interactions and emotions tied to a product or service, including pre- and post-purchase experiences, packaging, and even how the product fits into a person’s life.