Lecture Series: Don Norman

NewSchool Auditorium
Street address
1249 F Street, San Diego CA

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​NewSchool of Architecture & Design presents: Don Norman

Event Details:

Wednesday, December 7th @6.30pm

NewSchool of Architecture & Design
1249 F Street
San Diego, CA 92101

Open to Public.


Watch via live stream here.

Lecture: The Future of Design (or, Design isn’t what you think it is)

Design is changing, becoming a field central to the world of education and business. Most people think design is making something look attractive. Nope: modern design is a way of thinking of solving the right problem. At UC San Diego’s Design Lab, Don Norman and his team tackle the complex problems of today: education, healthcare, automation. Traditional design emphasizes craft skills, which is why designers can produce such marvelous products. Modern design emphasizes thinking skills, which means a change in education. This produces two paths for designers: craft skills or thinking skills. ​Which path should design take? I argue that when you come to a fork in the road, take it. (Courtesy of Yogi Berra).

Speaker Bio:

Don Norman is Director of the Design Lab at the University of California, San Diego where he is also professor emeritus of both psychology and cognitive science. He is cofounder of the Nielsen Norman Group, an IDEO fellow, Trustee of IIT’s Institute of Design (Chicago), and former Vice President of Apple. He is a member of the National Academy of Engineering and a fellow of the American Academy of Arts and Sciences. He is professor emeritus of computer science and design at Northwestern University. He has been Distinguished Visiting Professor of Industrial Design at Korea’s Advanced Institute of Science & Technology (KAIST). He was awarded the Benjamin Franklin medal in Computer and Cognitive Science, has honorary degrees from the University of Padua (Italy), the Delft University of Technology (Netherlands), and the University of San Marino (Republic of San Marino). He is an honorary professor of Design and Innovation at Tongji University in Shanghai.

His books include Emotional Design, and Living with Complexity, and most recently an expanded and revised edition of Design of Everyday Things.

Norman was named by Business Week as “one of the world’s most influential designers.” His studies and many books on design theory coupled with his extensive academic and industry experience help companies produce enjoyable and effective products and services. Norman brings a systems approach to design, arguing that great design must touch every aspect of a company. He lives at