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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.” quote by Donald A. Norman
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“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.”

Donald A. Norman

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.

Key Takeaway

Prioritize user needs over flashy features.

Themes

us experience design cost reliability

Mood

pragmatic analytical

Type

advisory observational

When to use this quote

  • product launch
  • customer support
  • budget planning
  • market entry

Key Concepts

Human-centered design diffusion of innovation

Questions to Reflect On

  • How can you balance innovation with ease?
  • What cost trade‑offs are acceptable?
A Different Perspective

Assuming all users value simplicity may overlook niche enthusiasts.

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