"It's a true story: three years ago, a fortunate coincidence brought Don Norman to Singapore for a transit while travelling from San Diego to Shanghai. At that exact moment, Singapore Polytechnic was hosting its annual Design Thinking and User Experience (DT | UX) Summit. Upon hearing he would be in town, the organiser moved quickly to invite him, and soon after, Don was on stage delivering an impromptu keynote about his latest book, Design for a Better World."
"What began as a chance encounter has since grown into a historic partnership. That one-off meeting paved the way for the 2025 Don Norman Design Award (DNDA) Summit, marking the first time this prestigious event has been held outside of the United States and recognising Asia's expanding influence in design for societal impact."
"Don Norman is a titan of the industry. Often called the "Godfather of UX", he pioneered the concepts of affordances and mental models, though the internet perhaps knows him best for "Norman Doors", his famous critique of poorly designed entrances."
Don Norman, at 90, remains actively engaged in design and advocates shifting from Human-Centered Design (HCD) to a systemic, Humanity-Centered (HCD+) approach. A chance transit to Singapore led to an impromptu keynote at a Design Thinking and UX summit and initiated a partnership culminating in the 2025 Don Norman Design Award Summit being held outside the United States for the first time. The 2025 summit recognizes Asia's growing influence in design for societal impact. Don Norman pioneered concepts such as affordances and mental models and became widely known for 'Norman Doors', a critique of poorly designed entrances.
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