In this book, Norman shows why the computer is so difficult to use and why this complexity is fundamental to its nature. The only answer, says Norman, is to start over again, to develop information appliances that fit people's needs and lives. To do this companies must change the way they develop products. They need to start with an understanding of people: user needs first, technology last - the opposite of how things are done now. Companies need a human-centered development process, even if it means reorganizing the entire company. This book shows why and how.