From Profit to Purpose: Rethinking Design’s Role in Society with Don Norman
February 27, 2025
Can design truly make our world better?
In this episode of Humanity at Scale, Bruce Temkin welcomes legendary design thinker Don Norman, co-founder of Nielsen Norman Group, to discuss the shift from human-centered to humanity-centered design. They explore how design must address societal and environmental impacts, rethink AI’s role as a creative tool, and move beyond profit-driven metrics to measure real human impact. Norman challenges traditional problem-solving, advocating for community-driven solutions and ethical, sustainable design. They also discuss the Don Norman Design Award’s mission to empower future designers. This thought-provoking conversation is essential for leaders and creatives striving to design a better world.
Can design truly make our world better?
In this episode of Humanity at Scale, Bruce Temkin welcomes legendary design thinker Don Norman, co-founder of Nielsen Norman Group, to discuss the shift from human-centered to humanity-centered design. They explore how design must address societal and environmental impacts, rethink AI’s role as a creative tool, and move beyond profit-driven metrics to measure real human impact. Norman challenges traditional problem-solving, advocating for community-driven solutions and ethical, sustainable design. They also discuss the Don Norman Design Award’s mission to empower future designers. This thought-provoking conversation is essential for leaders and creatives striving to design a better world.
Join them as they discuss:
- Don Norman's Journey: From Engineering to Design Pioneer
- AI's Role in Design: A Powerful Tool, Not True Intelligence
- The Evolution of "Design of Everyday Things"
- Beyond User-Centered: Embracing Humanity-Centered Design
- Rethinking Success: Moving Past Profit-Only Metrics
- Empowering Designers to Lead Organizational Change
- The Don Norman Design Award: Supporting Early-Career Innovation
- Leadership Skills for the Future
Don Norman, a pioneering voice in design, is currently in his fifth “retirement,” dedicating his time to the Don Norman Design Award & Summit (DNDA), which champions Humanity-Centered Design (HCD+). He co-founded the Nielsen Norman Group, was the founding director of The Design Lab at UC San Diego, and served as VP of Apple. A member of the National Academy of Engineering, his work has redefined design’s role in sustainability, ethics, and human impact. His latest book, Design for a Better World, expands design thinking beyond individuals to societal and environmental well-being.
Episode Resources: