Have you ever struggled to use a product and thought it was your own fault? Don Norman argues that people often blame themselves when products are hard to use, rather than recognizing the problem lies with the design. In fact, many products are designed with little consideration for usability, leading to user frustration and a sense of inadequacy. Norman cites examples such as VCRs and programming a microwave, both of which require a manual and often lead to user error.

This key idea emphasizes the importance of designing products with the end user in mind. Designers should prioritize usability over aesthetics, and consider the mental models of users in the design process. Norman suggests that errors are often the result of poor design, not user error. Therefore, designers should take responsibility for creating products that are easy to use and understand.

By acknowledging that users often blame themselves for product difficulties, designers can work towards creating products that are intuitive and user-friendly. This key idea challenges designers to put themselves in the shoes of the end user, and design products that meet their needs and expectations. Ultimately, good design should empower users, not make them feel inadequate.