Professor Donald Norman
Professor of Computer Science and Psychology, Northwestern University
Cofounder, Nielsen Norman Group
Author, Emotional Design: Why We Love (or Hate) Everyday Things

Well, the modern marvels of technology have drastically changed the landscape of our daily lives. Where would we be without our computers, cell phones, and home entertainment systems? But those increases in technological gadgetry for better living have brought with them an added complexity. Often causing one to wonder if we might just be better off without them.

Well, joining us today on Berkeley Groks to discuss making technology more human friendly is Prof. Donald Norman. Prof. Norman is cofounder of the Nielsen Norman Group, an executive consulting firm helping companies produce human-centered products and services. He serves on numerous advisory boards for companies and education. Currently, he is a professor of computer science and psychology at Northwestern University, and the author of the new book, Emotional Design: Why We Love (or Hate) Everyday Things.

Charles Lee (CL) talks with Donald Norman (DN) about emotional design of technology.

CL: You’ve had an interesting career advising companies on the design of usable technology. I’m curious what do you think about our current level of sophistication when it comes to designing user-friendly technological devices.

DN: On the one hand it’s getting better every year, and on the other hand it’s getting worse every year. Basically, as fast as some companies get the message and start to produce reasonable sensible devices, even more companies come up and produce all these whiz-bang things that none of us can figure out. Actually, the same applies within the divisions of a company. So, one division might be doing wonderful, sleek, neat, easy-to-use stuff, and another division, a monster.

CL: So, in your book, Emotional Design, you mention three levels of processing.

DN: It’s about the brain. And, I oversimplify a lot of modern research on the psychology and neuroscience of emotion, and say, hey, there are three levels of processing. The visceral, the lowest level, that’s the same for everybody, that’s biologically determined. And, I say there’s a visceral design that goes along with that, that means it’s about the appearance. Then there is the behavioral level, which is where we do all of our actions, still subconscious, that’s all the learned and skilled behavior. And, there’s a side of design about behavioral design, which is all about can I use the thing. Does it feel good when I use it? Do I feel in control? And, finally, the top level, which is if you like prefrontal lobe, the reflective level, which is where our self image resides, which is where we monitor our own behavior to see how well we are doing or how badly, and that’s where our memories are, and that’s where consciousness is. And that is reflective design, which is about branding and positioning. So there is a biological basis, but on top of that we can translate it into design.

Emotional DesignCL: And to what degree do you think most companies fit each of these levels in their design of technology?

DN: Well, at the moment, some of the various designers have good intuitive feel for the various levels, but they don’t have the language to describe it. They don’t realize that they are talking about three levels. And often what happens, designers will be arguing with each other, and I can come in and say, look guys, you actually are in agreement, but you’re talking about the visceral level, and you’re talking about the reflective level. So, what I’ve tried to do is provide a framework so that we can get some common conversation. But, I like to point out the Apple iPod as a device that functions really well at all three levels. It’s viscerally attractive. It’s behaviorally elegant. It’s remarkably easy to use, and fun to use. And even though you have thousands of songs, it’s not hard to find the one you want. And finally at the reflective level, well it’s an Apple, and anybody knows that anyone who owns an Apple is a superior person.

CL: So, Apple is well known for making these pleasing devices that have some aesthetic appeal as well. What do you think it is about Apple, compared with other companies, that they get this aspect in the design of their products?

DN: Well, the interesting thing is, most companies seem to think of themselves as technology companies. In fact, I was just talking to a candy company that thought it was all about the candy and the taste. And, I’m saying, no it isn’t. And Apple recognizes that they really are a consumer company, and that what they need to do is make things fit into your lives that you’ll be proud to have. And most of the other technology companies, well they’re still technology companies. And, for this candy company, I was trying to point out that the whole point of candy was the pleasure it affords, including the wrapping and unwrapping, and it’s not just the taste. Saying it’s just the taste is like saying to the technology companies, how many megabits or gigabits this thing has, or how fast it goes. No. That’s not what it’s about.