With UX legend Don Norman at the movie theater: Book presentation of “Design for a Better World”

Cinema display announcing “Design for a Better World” with Don Norman, 5:30 pm, screen 6, with the German UPA and UX&I logos

Philosophy meets UX: Designers for a better world

The German UPA event began with an insightful and thought-provoking presentation by Rainer Sax, Senior Strategy & UX Consultant at UX&I with 25 years of professional experience, titled “Designers in a Better World.” Rainer drew on his experience as a strategist and his philosophical perspective to pose challenging questions about the role and responsibility of designers in today’s complex world.

He began with some powerful words: “I see that the scope of our problems is changing, or perhaps our success hasn’t put us in the right position to bring about change. And this is reflected in the state of our community. We aren’t as inclusive and equitable as we thought, and many designers are struggling with mental health issues,” reflected Rainer Sax.

Rainer Sax of UX&I giving the keynote at the Don Norman evening with German UPA in a Düsseldorf cinema, the screen asking “How can we find a new approach to dealing with complexity?”

With this wake-up call, he set the stage for a keynote address that addressed uncomfortable truths about the UX community. He discussed the mental strain many designers suffer from, the urgent need for greater inclusivity and equity, and the necessity of rethinking complexity and tackling limitations in innovative ways.

Don Norman holding a microphone and Rainer Sax of UX&I on stage in a Düsseldorf cinema, Rainer Sax pointing out into the audience next to a UX&I flag

Rainer emphasized that a shift in the approach to design problems is necessary and cited the “market gardening” movement, a small-scale, organic form of agriculture that focuses on growing and directly selling a wide variety of products to local consumers and markets, as an example of how to deal with complexity and limitations. His insights called for reflection and action so that designers can truly have a positive impact on creating a more just and healthier world.

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An evening with UX legend Don Norman

The highlight of the evening was Don Norman’s inspiring presentation. With his clear message that “ideally, design is positioned to change the world, but not in the way design is practiced today or taught to designers,” he forcefully demonstrated that the world is becoming increasingly complex and does not always function the way we would like it to. This underscores the urgency of adopting a new way of thinking to effectively address current social and environmental challenges.

Don made it clear that conventional design principles alone are not enough to bring about positive change in the world. Rather, he urged designers to rethink their role and learn how to convince stakeholders of the significance of their design influence. He encouraged participants to master the language of business and demonstrate that design not only improves people’s lives but also makes economic sense.

Don Norman walking down the stairs of a Düsseldorf cinema as guests take photos, a “Not the User” tote bag hanging on the railing

UX legend Don Norman speaking at the German UPA and UX&I event in Düsseldorf, holding a yellow card

Smiling audience in cinema seats at the Don Norman evening by German UPA and UX&I in Düsseldorf, holding drink cups

A guest stands up in the cinema and asks a question into a microphone, surrounded by the audience at the Don Norman evening in Düsseldorf

Don Norman and Jessica Berger on stage in a packed Düsseldorf cinema, with the book “Design for a Better World” and flowers on a side table

Don also shared key insights from his new book, in which he demonstrates how designers can play a central role in creating a more meaningful, sustainable, and human-centered future.

In his latest book, “Design for a Better World,” Don Norman describes humanity’s responsibility for today’s global challenges. He emphasizes that our world is largely the result of human action and that, therefore, we also hold the keys to solving its problems. His book is divided into three sections: “Meaningful”: He emphasizes that design should not be focused solely on profit, but rather on fulfilling humanity’s needs, resources, and capabilities. In the chapter “Sustainability,” the focus is on sustainability in all its aspects, with Don demonstrating how design can contribute to solving pressing environmental problems. Finally, in the section “Humanity-Centered,” he calls for a shift in thinking away from individual interests toward a comprehensive consideration of the rights and needs of all humanity.

Hands holding Don Norman’s book “Design for a Better World”, subtitled “Meaningful, Sustainable, Humanity Centered”

Green card with the UX saying “Faster feedback means better outcomes” on the armrest of a cinema seat

Working together for sustainable design: The Sustainable UX Network, founded in Hamburg

Finally, reference was made to the Sustainable UX Network (SUX), which was founded in 2021 by Thorsten Jonas. SUX is a global community and a nonprofit initiative dedicated to promoting sustainability through and within the UX and design industries. With over 3,000 members worldwide, SUX offers designers a platform to discuss and exchange ideas and thoughts on sustainability in design.

“We need to move from a human-centered to a humanity- and environment-centered design approach,” says Thorsten Jonas, founder of Sustainable UX.

Audience applauding in a cinema at the Don Norman evening of Thorsten Jonas’s Sustainable UX Network in Düsseldorf

Special award for Don Norman from the German UPA

As a surprise, Don Norman was presented with an honorary award by Thomas Jäckstedt, Vice President of the German UPA. His visionary work and outstanding excellence have significantly shaped and transformed the world of UX. A big thank you to Don for his tireless dedication and significant contributions, from us as well!

Thomas Jackstädt, vice president of German UPA, presenting Don Norman with a special award on stage in a Düsseldorf cinema

In summary, the evening with Don was an inspiring wake-up call for the entire UX community. It was not just a source of inspiration, but an opportunity to recognize and embrace our responsibility as designers of a better world. Don’s powerful message, that design plays a key role in solving global challenges, will stay with us for a long time to come.

Audience applauding in cinema seats at the Don Norman evening by German UPA and UX&I in Düsseldorf

Huge kudos go to the German UPA team for their excellent organization: Matthias C. Schroeder, Frede Schrad, Thomas Jackstädt, Jana Hesselbarth, and Flora Maxwell. We’d also like to thank Jessica Berger for moderating, as well as all the participants who made this evening such an inspiring experience. We’re proud to be part of this UX community and to work together toward a sustainable and user-friendly future.