Short Synopsis
Donald A. Norman provides a fascinating introduction to smart design, the new competitive frontier in business, and reveals how and why some products satisfy customers while others frustrate them.

Full Synopsis
First, businesses discovered quality as a key competitive edge; next came science. Now, Donald A. Norman, former Director of the Institute for Cognitive Science at the University of California, reveals how smart design is the new frontier. The Design of Everyday Things is a powerful primer on how—and why—some products satisfy customers while others only frustrate them.