 Don Norman, the father of UX design. I've read all of his books and here are five top lessons I've learned. Lesson one, know that you can bring more to the table as a designer. You're not just a designer. You're a facilitator, an innovator, a changemaker. Lesson two, good design are all around us, but bad design we actually notice more. Good design serves us too well. They're invisible. Bad designs cause physical limitations. We notice. The goal of any good design is to become invisible. Lesson three, UX design is all about human psychology. There are no bad designers, only ones that overlook psychology. Good designers know how to design. Excellent designers know how to apply psychology to their design. Lesson four, the hardest part of design is to keep it simple. If you don't over complicate things, you're on the right track. Lesson five, fail fast, fail often. Lessons from failures are life's real exam. The more you fail, the more you learn. It's never too late to fail and stand up stronger.