Why design theory should apply to business intelligence

“Great designers produce pleasurable experiences.” So wrote Don Norman, the director of UC San Diego’s Design Lab, in his book, The Design of Everyday Things. Norman’s observation can be seen in most revolutionary products.

Take the iPhone: One of the key reasons it succeeded was the removal of the physical keyboard. Steve Jobs loved the idea and created an object of desire that transformed society. Don Norman’s observations led him to the assessment that there are three levels of processing people go through when using an everyday thing: visceral, behavioral and reflective.

Author: Andy Cotgreave


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