"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 remains active at 90 and advocates shifting from Human-Centered Design to a systemic, Humanity-Centered Design (HCD+) approach that addresses broader societal and systemic issues. A chance transit stop in Singapore led to an impromptu keynote about Design for a Better World and a subsequent partnership that brought the 2025 Don Norman Design Award Summit to Asia for the first time. The summit recognizes Asia's growing influence in design for societal impact. Norman pioneered affordances and mental models and is widely known for "Norman Doors", highlighting the consequences of poor design.
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