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He studied Electrical Engineering and Mathematical Psychology at MIT and the University of Pennsylvania, respectively. His book's name is "The Design of Everyday Things," and it is often referred to as the unofficial UX Bible. According to Don Norman, the two most important components of good design are discoverability and understanding. Discoverability refers to the user's ability to find what the object does, while understanding refers to the user's ability to figure out how the object works. Affordances are properties of an object or environment that indicate how it can be used. Signifiers are signals that communicate the appropriate use of an object or environment. The items are called the "seven stages of action," and they describe the process of human interaction with the world: forming the goal, forming the intention, specifying an action, executing the action, perceiving the state of the world, interpreting the state of the world, and evaluating the outcome. One objection to Don Norman's work is that streamlining a product can result in a lack of consciousness about the product's true inner-workings, resulting in a lack of transparency and understanding. Steve Jobs said, "You’ve got to start with the customer experience and work back toward the technology—not the other way around." This quote highlights the importance of focusing on the user experience in product design, rather than prioritizing the technology used to create it.
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