Don Norman is a leader in the application of human-centered design. Business Week has listed him as one of the world’s 27 most influential designers. “All design,” says Norman, “whether of a product, a company, a service or an experience is ultimately aimed at satisfying human and societal needs.” This approach requires the application of knowledge of cognitive science, engineering, and business with the skills and knowledge of the design field, helping companies produce products and services that satisfy human and societal needs, both practical and emotional.
Norman is Director of the Design Lab at the University of California, San Diego where he is also professor emeritus of both psychology and cognitive science. He is the cofounder of the Nielsen Norman Group, an executive consulting firm that helps companies produce human-centered products and services. One of the Design Lab's major activities is in its Center for Health, where it works closely with the UCSD Medical School and Health Services, with Government Health Agencies, and with major companies in the health space.
He is an honorary professor at Tongji University’s College of Design and Innovation in Shanghai. As a consultant to industry, Dr. Norman brings a unique mix of the social sciences, engineering, and business skills to bear on everyday products. He has been Vice President of Advanced Technology at Apple and an executive at Hewlett Packard.
Norman is an IDEO Fellow and serves as advisor and board member to numerous organizations. He has published over 20 books, translated into over 20 languages, his most popular being "Design of Everyday Things."