I prefer design by experts - by people who know what they are doing.

The quote by Donald Norman emphasizes the importance of expertise in the field of design. When he says, “I prefer design by experts – by people who know what they are doing,” he is stressing that good design should come from those with both knowledge and experience, rather than from amateurs or those who focus only on aesthetics. For Norman, effective design requires an understanding of usability, functionality, and the real needs of users.

This statement reflects Norman’s broader philosophy of human-centered design, where the end goal is to create products that are intuitive, accessible, and practical. By highlighting the role of experts, he draws attention to the skill and training needed to design systems, products, and interfaces that truly enhance the user experience. It’s not enough for something to look attractive; it must also work seamlessly in everyday life, which requires deep expertise.

The origin of this quote comes from Norman’s career as a cognitive scientist, engineer, and author of influential works such as The Design of Everyday Things. Throughout his writings and lectures, he has critiqued poorly designed objects and celebrated those that reflect thoughtful, expert-driven design. His experiences in both academia and industry (including his work at Apple) shaped his conviction that expert design leads to better, more meaningful outcomes.

Ultimately, Norman’s words serve as a reminder that design is a discipline, not just an art form. By valuing the contributions of experts, he underscores the responsibility of designers to combine creativity with rigorous understanding. His statement champions a culture of professionalism in design, ensuring that products are not only beautiful but also functional, reliable, and user-friendly.