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" AFTER DINNER, WITH A GREAT FLOURISH, my friend Andrew brought out a lovely leather box. “Open it,” he said, proudly, “and tell me what you think.” I opened the box. Inside was a gleaming stainless-steel set of old mechanical drawing instruments: dividers, compasses, extension arms for the compasses, an assortment of points, lead holders, and pens that could be fitted onto the dividers and compasses. All that was missing was the T square, the triangles, and the table. And the ink, the black India ink. “Lovely,” I said. “Those were the good old days, when we drew by hand, not by computer.” Our eyes misted as we fondled the metal pieces. “But you know,” I went on, “I hated it. My tools always slipped, the point moved before I could finish the circle, and the India ink—ugh, the India ink—it always blotted before I could finish a diagram. Ruined it! I used to curse and scream at it. I once spilled the whole bottle all over the drawing, my books, and the table. India ink doesn’t wash off. I hated it. Hated it!” “Yeah,” said Andrew, laughing, “you’re right. I forgot how much I hated it. Worst of all was too much ink on the nibs! But the instruments are nice, aren’t they?” “Very nice,” I said, “as long as we don’t have to use them. "
― Donald A. Norman , Emotional Design: Why We Love (or Hate) Everyday Things
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" How does one discover “unarticulated needs”? Certainly not by asking, not by focus groups, not by surveys or questionnaires. Who would have thought to mention the need for cup holders in a car, or on a stepladder, or on a cleaning machine? After all, coffee drinking doesn’t seem to be a requirement for cleaning any more than for driving in an automobile. It is only after such enhancements are made that everyone believes them to be obvious and necessary. Because most people are unaware of their true needs, discovering them requires careful observations in their natural environment. The trained observer can often spot difficulties and solutions that even the person experiencing them does not consciously recognize. But once an issue has been pointed out, it is easy to tell when you have hit the target. The response of the people who actually use the product is apt to be something like, “Oh, yeah, you’re right, that’s a real pain. Can you solve that? That would be wonderful. "
― Donald A. Norman , Emotional Design: Why We Love (or Hate) Everyday Things
