Donald Norman

Academic (Harvard, UC San Diego), Northwestern, KAIST and industry Executive (VP at Apple, HP, startup) and author (Design of Everyday Things, Emotional Design, Invisible Computer, Living with Complexity), now directing the Design Lab at UC San Diego to work on complex human-technological systems, making them more humane and effective, using human-centered design thinking. Named by Business Week as "one of the world's most influential designers." His studies and books on design theory coupled with his extensive academic and industry experience help companies produce enjoyable and effective products and services. Norman brings a systems approach to design, arguing that great design must touch every aspect of a company. Co-founder of the Nielsen Norman Group, an IDEO fellow, a Trustee of IIT’s Institute of Design in Chicago. Member of the National Academy of Engineering and a fellow of the American Academy of Arts and Sciences. He is one of the founders of CHI and received their Lifetime Achievement award. His book. “Living with Complexity,” argues that the quest for simplicity is misguided because complexity is both good and necessary: our lives are complex, and our tools must match the tasks we do. What we need are things we can understand and master, for once mastered, even complex-looking things are simple. His latest book is an expanded and revised edition of Design of Everyday Things. He lives at www.jnd.org