From Profit to Purpose: Rethinking Design’s Role in Society with Don Norman

Update: 2025-02-27

Description

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: