Design for the 21st Century with Don Norman
Don Norman earned the epithet “Grand old man of UX design” for no small reason. Not only was he among the first users of the terms “User Experience” and “Cognitive Engineering”, but he introduced the concept of affordance into design and is one of the developers of what we now call “Human-Centered Design”. Today, he continues to push its boundaries through his research. This Master Class is an unparalleled opportunity for you to learn from his lifetime of expertise at the cutting edge of design. After all, who better to guide you through the future of UX than the person at the forefront of both its past and future!
What You'll Learn from This Master Class
In today’s hyper-connected world, technology is a driving force that shapes human development, geopolitics, ecology, the economy and much, much more. From the corridors of power to the cafés we unwind in, our collective reality is shaped by innumerable technologies, products, and services. This makes the 21st century an era where the power and potential of design is unprecedented. Never before has technology meshed with our world at so many levels, areas and dimensions – to the point where it’s all too easy to take these shifts for granted and overlook the vital dynamics behind them. It takes a special kind of discipline and talent to navigate this flux-like reality and achieve true innovation.
The 21st century poses many new challenges and opportunities. New advances in technology will allow both new artifacts, new ways of communicating and collaborating, and powerful new tools to aid in creating appropriate solutions. At the same time, there is a renewed sense that the standard way of doing things is bad for the environment, bad for the many existing native and indigenous cultures, and harmful to the many who suffer economically and by the multiple racial prejudices and class differences across the societies of the world.
So, to solve the chaotic complexity that characterizes the 21st century, designers are the final piece of the puzzle. Design is a set of methods and a way of thinking that can be applied to virtually every discipline and problem. Each particular problem requires the knowledge from many different fields: from economics, the social and behavioral sciences, engineering, management, environmental science, and the life and health sciences. The field of Human-Centered Design adds the intense focus upon the needs and capabilities of the people who will be the recipients of the results. The future approaches will involve less top-down dictates by the design community and more bottom-up development, where community members are co-designers and the design professionals and subject matter experts are facilitators and mentors. This is a new future for design, one that allows the field to address some of the most critical societal needs of the 21st century.
However, most designers wrongly believe that creating a pleasing product or service is the most they can hope for – and that meaningfully influencing our planet is a matter of luck. How can we, as individual designers hired by corporations and clients, make any impact on the world at large?
This Master Class with Don Norman will address many of these big issues. You’ll learn:
- What design in the 21st century is
- Why designers are particularly well equipped to help reach the UN’s 17 Sustainable Development Goals
- Why design – and designers – can be considered harmful
- Why designers are especially suited to lead complex projects tackling major global challenges
- What designers essentially need to know to handle major environmental and humanitarian problems
- and much, much more!
Watch this Master Class to avail this one-of-a-kind opportunity to learn first-hand from Don Norman!
Speaker
Don Norman is a legend in UX design. Since the 1960s, he has been at the forefront of human-computer interaction and user-centered design (or human-centered design, as he prefers to call it). His group coined the term “User Experience” while working as vice president of the Advanced Technology Group at Apple in the 1980s.
He has a long legacy in academia, for example, at the University of California, San Diego, where he is professor and head of the UCSD Design Lab. He also co-founded the Nielsen Norman Group, a world-renowned design consultancy. He has published the globally best-selling book on design, The Design of Everyday Things, which has become foundational to the field of design.
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Frequently Asked Questions
Why are design skills so important right now?
Design skills are incredibly valuable for both you personally and for your company.
For you personally, design skills are important because:
Salaries for people who learn design are soaring, surpassing $200K in cities like San Francisco, with global job growth rates at 13%.
Many of your job competitors already possess design skills. When you enhance your design skills you can significantly elevate your personal brand and make you a more attractive candidate.
You learn skills that protect you from losing your job to AI.
You can ignite your passion through design and leverage it to make a meaningful impact.
For your company, design skills are important because:
Your design skills can help increase sales, keep customers loyal, and turn them into powerful advocates of your company. That’s because design is all about helping people reach their goals and meet their needs.
Companies that invest in design outperform the S&P 500 Index by a whopping 228%.
Design goes way beyond creating attractive visuals and aesthetics. When you possess design skills you’re equipped to revolutionize businesses, make technology more user-friendly, and innovate customer experiences and systems.
I’m not a designer. Why should I learn design and tech?
Design and tech skills can make you an indispensable asset to your company and open up career opportunities.
For example, if you’re in a field such as:
Marketing, Communication and HR
Software Development
Customer Service
Business
Psychology
Project Management
Architecture
Content Creation
Healthcare
Teaching
And other fields
Why can design skills make you valuable in all these jobs and industries?
That’s because design skills are incredibly valuable for both you personally and for your company.
For you personally, design skills are important because:
Salaries for people who learn design are soaring, surpassing $200K in cities like San Francisco, with global job growth rates at 13%.
Many of your job competitors already possess design skills. When you enhance your design skills you can significantly elevate your personal brand and make you a more attractive candidate.
You learn skills that protect you from losing your job to AI.
You can ignite your passion through design and leverage it to make a meaningful impact.
For your company, design skills are important because:
Your design skills can help increase sales, keep customers loyal, and turn them into powerful advocates of your company. That’s because design is all about helping people reach their goals and meet their needs.
Companies that invest in design outperform the S&P 500 Index by a whopping 228%.
Design goes way beyond creating attractive visuals and aesthetics. When you possess design skills you’re equipped to revolutionize businesses, make technology more user-friendly, and innovate customer experiences and systems.
How can design skills protect me from losing my job to AI?
AI is killing jobs in all industries. Humanity has never faced such a powerful force, developing at an exponential speed.
You can protect yourself by learning design: You’ll use the very fabric of being human, like empathy and intuition. AI never can never replace that. These skills are timeless and will stay with you forever.
Design is centered on human needs and goals. That’s why you can protect your future with the power of human-centered design. Mastering these skills can shield you from AI-driven disruptions.
We’ll even teach you how to use AI as your career helper, not your terminator.
Do I need any prior experience in design or tech?
Good news!
You don’t need any prerequisites or prior experience in design or tech. We’ve crafted the learning experience to ensure your success and real career outcomes, regardless of your age or background.
Will I receive a Certificate?
Yes! After you finish, you’ll receive an industry-recognized IxDF Certificate.
Use your IxDF Certificates to increase your credibility and salary potential. Your employer and clients will trust you when you can prove that you’ve learned from the best.
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That’s easy! You can use your IxDF Certificates to increase your credibility and salary potential. Your employer and clients will trust you when you can prove that you’ve learned from the best.
Add your IxDF Certificates to your LinkedIn profile, resumé and job application in a few easy steps:
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We can help you in several ways.
Join meet-ups in your city: Join the regular meet-ups in your city in a nearby cafe or office building to have fun and learn with people just like you. You get full access to IxDF Local Groups where you can build your network, find your next job, enjoy yourself and learn from your peers. The meetings are completely optional and are spread across over 500 cities worldwide. Your network is your net worth.
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I just signed up for a live Master Class. What's next?
Wonderful! When you sign up for a Master Class, you’ll receive an email from Zoom with a link to join the live Master Class.
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Great news! You’ll also get an on-demand version of your Master Class a few hours after the live event ends.
A few days later, the on-demand Master Class will show up on your private profile page.
That way, you can view the Master Class on-demand at any time. As many times as you wish.
Will the live Master Class be recorded and become available on-demand?
Absolutely!
When you sign up for a live Master Class, you’ll automatically receive the link to the recording a few hours after the live event ends.
A few days later, the on-demand Master Class will show up on your private profile page if you’re an IxDF member. If you’re not a member, you’ll receive your recording by email.
You can enjoy your Master Class on-demand at any time, anywhere. Watch it as many times as you want.
What if I can’t attend a live Master Class?
Great news! We’ve got you covered.
When you sign up for the live Master Class, you’ll automatically receive the link to the recording a few hours after the live event ends.
A few days later, the on-demand Master Class will show up on your private profile page if you’re an IxDF member. If you’re not a member, you’ll receive your recording by email.
You can enjoy your Master Class on-demand at any time, anywhere. Watch it as many times as you want.
What if I have more questions?
We’d love to hear from you and help you!
Reach out to us at hello@interaction-design.org or use the online contact form.