Donald Norman's best-selling plea for user-friendly design, with more than 175,000 copies sold to date, is now a Basic paperback. First, businesses discovered quality as a key competitive edge; next came service. Now, Donald A. Norman, former Director of the Institute for Cognitive Science at the University of California, reveals how smart design is the new competitive frontier. The Design of Everyday Things is a powerful primer on how--and why--some products satisfy customers while others only frustrate them.