- What’s something (not mentioned in the reading) that drives you crazy and how could it be improved?
I wis Norman’s analysis went deeper into economic incentives behind poor design. While he touches on cost-cutting measures, like companies using “the least expensive sound device” that can only beep, or single lights with confusing flash patterns instead of clear displays, he doesn’t fully address whether some companies intentionally create poor user experiences.
I suspect many businesses actually profit from user confusion. Think about subscription services with deliberately maze-like cancellation processes, or software that makes basic functions require premium upgrades (Dark UI/UX patterns). Norman notes that when people struggle with technology, “the people are blamed for not understanding the machine” – but this blame-shifting can be profitable through tech support fees, extended warranties, or forcing users toward expensive premium versions. Apple is notoriously known for doing this.
Norman hints at this when discussing cost reduction forcing designers to use inadequate feedback systems, but I wish he’d been more direct about the perverse economic incentives. Sometimes bad design isn’t just oversight – it’s strategy. Companies know users will adapt and memorise workarounds rather than switch products, especially when switching costs are high.
- How can you apply some of the author’s principles of design to interactive media?
In my interactive media and web design work, I constantly rely on Norman’s concept of discoverability. Having built apps and websites, I’ve learnt there are established conventions most users already understand – the hamburger menu, colour changes indicating clickable text, or standard navigation patterns.
These conventions work as what Norman calls “signifiers”, they provide clues about what actions are possible and where to perform them. When I use a familiar icon or follow expected layout patterns, I’m leveraging users’ existing mental models rather than forcing them to learn arbitrary new systems in the hopes of a simpler smoother user experience.
Norman’s principle of natural mapping is also significant. Just as he advocates arranging light switches to match the pattern of the lights they control, I arrange interface elements to match users’ spatial expectations. Navigation goes where people expect it, buttons look like buttons with proper visual hierarchy, and interactive elements behave as they should.
The key insight I take from Norman is that good interactive design should feel invisible – users shouldn’t have to think about how to use it. I should be able to show my work to someone who hardly interacts with websites and be confident that they will able to navigate around my work without additional instructions. If I have to add text for something simple, it is a good indicator that I didn’t design my solution well.