{"id":7061,"date":"2006-10-27T22:26:55","date_gmt":"2006-10-27T22:26:55","guid":{"rendered":"http:\/\/www.earthwidemoth.com\/blog\/2006\/10\/27\/norman-the-invi\/"},"modified":"2006-10-27T22:26:55","modified_gmt":"2006-10-27T22:26:55","slug":"norman-the-invi","status":"publish","type":"post","link":"https:\/\/www.earthwidemoth.com\/blog\/2006\/10\/27\/norman-the-invi\/","title":{"rendered":"Norman, The Invisible Computer<\/i>"},"content":{"rendered":"\u23f3 Approximate reading time: <\/span> 4<\/span> mins<\/span><\/span>\n

Norman,
\n Donald. The Invisible Computer: Why Good Products Can Fail, the Personal
\n Computer Is So Complex, and Information Appliances Are the Solution<\/i>.
\n Cambridge, MA: MIT Press, 1999.<\/p>\n

<\/p>\n

Norman introduces an expanded typology<\/b> for ushering the computer
\nindustry<\/b> beyond its adolescent stage (27). As an improvement to the
\nfeature-bloated, single-user PC<\/b> as the default model for information
\ntechnology, Norman argues for "information appliances<\/b>," a designation
\nthat privileges simplicity<\/b> and modularity<\/b>. Norman focuses
\nhis discussion on business and industry rather than academe. Because "[c]omputers
\ntoday [1999] are too difficult<\/b>," (89) he implores the technology industry
\nto "[b]uild special purpose devices, information appliances, where each device
\nis tuned especially for an activity" (85). Often in a manifesto-like style,
\nNorman makes a hard case against personal computers; he also decries particular
\nterms, such as "applications<\/b>," (82) and tropes, such as metaphors<\/b>
\n(180). <\/p>\n

Norman prefers simplicity<\/b> to both difficulty<\/b> (outer workings)
\nand complexity<\/b> (inner workings). Creeping featurism<\/b>, or
\nfeaturitis<\/b>, is, as it was in The Design of Everyday Things<\/i>, the chief
\nhindrance affecting new computer technologies. A 1:1 relationship between
\nappliance (or device) and task is better, according to Norman, than an
\nall-in-one integration that loads expansive functionality into a single item.
\nIt’s not clear, however, whether this applies only to the desktop PC of the late
\n1990’s or whether is also an overarching principle applicable to things like
\niPod cameraphones. Choose simplicity over complexity, without compromising on
\nflexibility (presumably, the simple is more flexible?). <\/p>\n

The account of a technology’s life cycle<\/b> is one of the more salient
\npieces of the project. Norman explains Progression from
\ntechnology-centered youth to consumer-centered maturity: five categories:
\ninnovators, early adopters, early majority, late majority, laggards (31). See
\ncharts pp. 32, 33.<\/p>\n

Lists:
\nThree axioms for information appliances: simplicity<\/b>, versatility<\/b>,
\npleasurability<\/b> (67)
\nFive proposed solutions to the difficulty of use problem: speech recognition
\n(96), three-dimensional space (100), intelligent agents (104), networked
\ncomputer [primarily for ease of maintenance] (107), and small handheld devices
\n(109).
\nSix disciplines of user experience (189): field studies, behavioral designers,
\nmodel builders and rapid prototypers, user testers, graphical and industrial
\ndesigners, technical writers (190-191).<\/p>\n

Norman again brings up affordances<\/b>, this time relative to computers (a
\ncomplicated turn). He says that media have affordances<\/b> (124), but it’s
\nnot clear how well this jibes with what Gibson says about the environment and
\necological optics. <\/p>\n

Norman also praises the design of modern cars where specific features are
\nseamlessly, often invisibly, integrated (76). Problem: if you can’t see
\nit, can you work on it? Case against technicity<\/b>? For consumers as
\nworry-free and oblivious?<\/p>\n

Late in The Invisible Computer<\/i>, Norman explains his preference for a
\nhuman-centered view<\/b> rather than a machine-centered view<\/b> (160).
\nIt’s not clear why these are the only two orientations to choose among. Also, he
\nargues strongly for conceptual models to guide the design process, and he also
\naccounts for widespread processual constraints<\/b> to design, production, and
\ncirculation of information appliances. Finally, corporate restructuring<\/b>
\nwill be necessary to accommodate his plan for human-centered development and the
\nexpansion of information appliances as computers fade from their explicit,
\nvisible role.<\/p>\n

Key terms: life cycle of technology (ix, 24), technological revolutions (3),
\nEdison and phonograph (5), infrastructure (6, 113), market share (14), everyday
\nobject (16), information appliance (20, 53), disruptive technology (23, 232),
\nearly adopters (25), technology (27), human-centered development (39, 185),
\ncomplexity barrier<\/b> (53), families of appliances are systems (62), creeping
\nfeaturism (80), rampant featurism (81), distributed systems (95), substitutable
\nand nonsubstitutable goods (116), affordances (123), technology-free zones
\n(131), Taylor’s "scientific management" (149), conceptual models<\/b> (154,
\n177), human error (158), complexity and difficulty (167), contextual design
\n(187), rapid ethnography<\/b> (194), contextual inquiry (195).<\/p>\n

"The first lesson<\/b> is that there is a serious mismatch between the
\nproperties of machines<\/b> and of people<\/b>" (xi).<\/p>\n

"The ideal system<\/b> so buries the technology that the user is not even
\naware of its presence" (xii).<\/p>\n

"Today’s technology imposes itself on us, making demands on our time and
\ndiminishing our control over our lives. Of all the technologies, and perhaps the
\nmost disruptive<\/b> for individuals is the personal computer<\/b>. The
\ncomputer is really an infrastructure<\/b>, even though we treat it as the end
\nobject. Infrastructures should be invisible<\/b>: and that is exactly what
\nthis book recommends: A user-centered, human centered humane technology where
\ntoday’s personal computer has disappeared into invisibility" (6).<\/p>\n

"Why is everything so difficult<\/b> to use? The real problem lies in
\nproduct development, in the emphasis on the technology rather than on the user,
\nthe person for whom the device is intended. To improve products, companies need
\na development philosophy that targets the human user, not the technology.
\nCompanies need a human-centered development<\/b> (39). The product depends
\nequally on technology<\/b> (43), marketing<\/b> (44), and user experience<\/b>
\n(47). <\/p>\n

"Information appliance<\/b> n.: An appliance specializing in information:
\nknowledge, facts, graphics, images, video, or sound. An information appliance is
\ndesigned to perform a specific activity, such as music, photography, or writing.
\nA distinguishing feature of information appliances is the ability to share
\ninformation among themselves" (53).<\/p>\n

"Any single set of tools<\/b> is a compromise when faced with a wide range
\nof tasks…. Try to make one device do many things and complexity increases"
\n(70).<\/p>\n

"People are analog<\/b> and biological; information technology is
\ndigital<\/b> and mechanical. Being digital<\/b> may be good for machines, but
\nit is bad for people<\/b>" (87). <\/p>\n

"There are two kinds of economic markets: substitutable<\/b> and
\nnonsubstitutable<\/b>. Substitutable goods are products like groceries, clothes,
\nand furniture. Nonsubstitutable goods are invariably infrastructures" (116). <\/p>\n

"The ultimate goal is simplicity<\/b>. Make things fit the task, make the
\ndifficulty of our tools match the difficulty of the job to be done" (183). <\/p>\n

"The vision is clear. Move to the third generation<\/b> of the personal
\ncomputer or, if you will, a generation of personal technologies<\/b>, the
\ngeneration where the technology disappears into the tool, serving valuable
\nfunctions, but keeping out of the way. The generation where the computer
\ndisappears into tools specific to tasks. The generation of the invisible
\ncomputer" (259). <\/p>\n","protected":false},"excerpt":{"rendered":"

\u23f3 Approximate reading time: <\/span> 4<\/span> mins<\/span><\/span>Norman, Donald. The Invisible Computer: Why Good Products Can Fail, the Personal Computer Is So Complex, and Information Appliances Are the Solution. Cambridge, MA: MIT Press, 1999.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[175],"tags":[142,1038,1435,1436,1437,1438,355,279,424,1439,520,384,385,1440,1441,855,1434,218,1442,1443,141,1444,1445,1446,391,187,1447],"class_list":["post-7061","post","type-post","status-publish","format-standard","hentry","category-toolsinuse","tag-activity","tag-affordance","tag-analog","tag-appliances","tag-applications","tag-business","tag-complexity","tag-computer","tag-design","tag-difficulty","tag-digital","tag-email","tag-error","tag-fax","tag-featurism","tag-flexibility","tag-gui","tag-history","tag-industry","tag-infrastructure","tag-models","tag-pleasurability","tag-product","tag-simplicity","tag-systems","tag-technology","tag-versatility"],"yoast_head":"\nNorman, The Invisible Computer - Earth Wide Moth<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.earthwidemoth.com\/blog\/2006\/10\/27\/norman-the-invi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Norman, The Invisible Computer - Earth Wide Moth\" \/>\n<meta property=\"og:description\" content=\"\u23f3 Approximate reading time: 4 minsNorman, Donald. 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The Design of Everyday Things. New York: Basic Books, 2002. Norman lays a groundwork for design considerations related to ordinary, everyday objects. His examples include touch-tone telephones, analog clocks and digital watches, VCRs (confusing!), doors, switches, remote controls, stove-top burners, microwaves, water faucet handles, and keyboards. Rich with\u2026","rel":"","context":"In "Tools-in-use"","block_context":{"text":"Tools-in-use","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/toolsinuse\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6372,"url":"https:\/\/www.earthwidemoth.com\/blog\/2005\/08\/12\/for-reading\/","url_meta":{"origin":7061,"position":1},"title":"For Reading","author":"Derek Mueller","date":"August 12, 2005","format":false,"excerpt":"Here are the booklists for the two classes I'm taking this fall.\u00a0 I ordered many of them the other day (had several from the second list already on the office shelf).\u00a0 The second class (690) is an independent study, so I was thinking that it might be worthwhile to (semi)formalize\u2026","rel":"","context":"In "Reading Notes"","block_context":{"text":"Reading Notes","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/reading_notes\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7060,"url":"https:\/\/www.earthwidemoth.com\/blog\/2006\/10\/26\/turkle-the-seco\/","url_meta":{"origin":7061,"position":2},"title":"Turkle, The Second Self","author":"Derek Mueller","date":"October 26, 2006","format":false,"excerpt":"Turkle, Sherry. The Second Self : Computers and the Human Spirit. 1984. Cambridge, Mass.: MIT Press, 2005. Working in the early 1980's, Turkle undertakes an extended ethnographic study over six years to explore the relationships between people and computers (and other electronic devices). Involving graduate students from her \"Computers and\u2026","rel":"","context":"In "Tools-in-use"","block_context":{"text":"Tools-in-use","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/toolsinuse\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7033,"url":"https:\/\/www.earthwidemoth.com\/blog\/2006\/09\/04\/hawisher-et-al\/","url_meta":{"origin":7061,"position":3},"title":"Hawisher et. al., Computers and the Teaching of Writing","author":"Derek Mueller","date":"September 4, 2006","format":false,"excerpt":"Hawisher, Gail E., Cynthia L. Selfe, Paul LeBlanc, and Charles Moran. Computers and the Teaching of Writing in American Higher Education, 1979-1994: A History. New Directions in Computers and Composition Ser. Norwoord, N.J.: Ablex, 1996. Computers and the Teaching of Writing is a layered history, pulling together selected pieces of\u2026","rel":"","context":"In "Writing Technologies"","block_context":{"text":"Writing Technologies","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/writing_technol\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7072,"url":"https:\/\/www.earthwidemoth.com\/blog\/2006\/11\/07\/wysocki-awaywit-1\/","url_meta":{"origin":7061,"position":4},"title":"Wysocki, “Awaywithwords”","author":"Derek Mueller","date":"November 7, 2006","format":false,"excerpt":"Wysocki, Anne F. \"Awaywithwords: On the Possibilities in Unavailable Designs.\" Computers and Composition 22 (2005) 55-62. In this brief article, Wysocki complicates the dichotomy between image and word, a division reinforced in the work of Kress, who partitions words and their \"temporal and sequential logic\" from \"image-presentations\" and their \"spatial\u2026","rel":"","context":"In "Visuality and New Media"","block_context":{"text":"Visuality and New Media","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/visuality_and_n\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6024,"url":"https:\/\/www.earthwidemoth.com\/blog\/2004\/03\/03\/agentic-shift\/","url_meta":{"origin":7061,"position":5},"title":"Agentic Shift","author":"Derek Mueller","date":"March 3, 2004","format":false,"excerpt":"*clicking persistently, feverishly because this stupid computer is so slow* Not really. That was one example of Milgram's \"agentic shift\" from class yesterday. It was one of the more interesting sessions we've had this semester. I referred students to chunks of Postman's chapter on \"The Ideology of Machines: Computer Technology.\"\u2026","rel":"","context":"In "Dry Ogre Chalking"","block_context":{"text":"Dry Ogre Chalking","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/dry_ogre_chalking\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_likes_enabled":true,"_links":{"self":[{"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/posts\/7061","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/comments?post=7061"}],"version-history":[{"count":0,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/posts\/7061\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/media?parent=7061"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/categories?post=7061"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/tags?post=7061"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}