Terri Timely’s Synesthesia

Norman stressed the importance of understanding the logic behind the act of designing, which includes considerations for the human factor. In this interview he sets ground rules for 'good design' and focuses on the idea that design should be inherently 'humane'; which is to say that technological tools need to be thought of with a user-centered approach. "Cultivate Sensitivity to Design" explains how experimenting (observing, testing, etc.) helps designers reach a place of "empathy" for the user and simplifies complex products or systems in accordance to audience feedback.

Designing for usability is a user-centered approach to design. Jordan lays out the different considerations to keep in mind during the design process and proposes a set of methods (some empirical, others non-empirical) that can be used as testing tools and discusses the advantages and disadvantages that come with each method. His writing allows designers to understand better that there are different ways of testing users and that some styles are more appropriate depending on the content of tasks involved in using a given product or interface and its relation to a demographic/technographic target audience.