Bother Quote by Donald A. Norman
“As the technology matures, it becomes less and less relevant. The technology is taken for granted. Now, new customers enter the marketplace, customers who are not captivated by technology, but who instead want reliability, convenience, no fuss or bother, and low cost.”
About This Quote
Source Essay: The Design of Everyday Things, 2013
Technology becomes background when it works well, shifting user focus to reliability, convenience, and cost.
In simple terms: Tech fades into the background as users care about ease and price.
Prioritize user needs over flashy features.
Themes
Mood
Type
When to use this quote
- product launch
- customer support
- budget planning
- market entry
Key Concepts
Questions to Reflect On
- How can you balance innovation with ease?
- What cost trade‑offs are acceptable?
Assuming all users value simplicity may overlook niche enthusiasts.