The world is a mess. Our dire predicament, from collapsing social structures to the climate crisis, has been millennia in the making and can be traced back to the erroneous belief that the earth's resources are infinite. 

From racial equity to climate change, Norman says that many designers don’t interpret certain problems as design problems when they should. 

“The challenge is to use the principles of human-centered design to produce positive results, products that enhance lives and add to our pleasure and enjoyment. The goal is to produce a great product, one that is successful, and that customers love. It can be done.” — Don Norman

Where once industrial designers focused primarily on form and function, materials and manufacturing, today's issues are far more complex and challenging. As a result, the skills of the designer are not well suited for modern times. New skills are required, especially for such areas as interaction, experience, and service design.

This show will pass through some questions like:

Doe this new approach to be focused on the product, calling ourselves as product designers, created a kind of gap between the focus on the user? 

What is our next step looking from a future perspective of the industry making design part of this?

What are the biggest problems in design education nowadays?

What is the value of education?

For this, we invited Donald Norman the co-founder and Principal Emeritus of Nielsen Norman Group. Norman's formal education is in Electrical Engineering and Psychology. He has served as a faculty member at Harvard, the University of California, San Diego, Northwestern, and KAIST (South Korea). He has also worked in the industry as a VP at Apple and an executive at HP and a startup.

Follow Don Norman on these links:

https://www.linkedin.com/in/donnorman/

https://jnd.org/

Norman's books:

Design for a Better World: Meaningful, Sustainable, Humanity Centered https://amzn.to/3jmRhdL

O design do futuro https://amzn.to/3PLiQJy

O design do dia a dia https://amzn.to/3FHZErD

Design emocional https://amzn.to/3YHhm7c

Related Links:

https://www.fastcompany.com/90669651/inside-don-normans-herculean-quest-to-fix-design-education

https://jnd.org/why_design_education_must_change/

https://www.researchgate.net/profile/Donald-Norman-3/publication/235700801_Wir_brauchen_neue_Designer_Why_Design_Education_Must_Change/links/54a2b47e0cf256bf8bb0d448/Wir-brauchen-neue-Designer-Why-Design-Education-Must-Change.pdf

https://jnd.org/tag/book/

https://www.nngroup.com/videos/design-elderly/

-----------------------------

The past year we decided to start this new project called Good Morning UX, an extension of another show called Bom Dia UX, with such special-international guests. Actually, we invited a lot of professionals who are references for us and that have so much history in our industry.

This is the Good Morning UX, a recorded show produced and launched on the Design Team channel twice a month.