Summary of The First Secret of Design Is...Noticing

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The First Secret of Design Is...Noticing  summary
To design better solutions, take time to spot flaws and notice the irritating little problems that others overlook.


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Life’s small frustrations are often so commonplace that they barely scratch your awareness. Psychologists call this cognitive tendency “habituation.” Designer Tony Fadell encourages you to fight this inclination because it’s only when you view the world through fresh eyes that you see its flaws and spot opportunities for making it better. getAbstract recommends Fadell’s refreshing, humorous talk to designers, innovators and problem solvers.

In this summary, you will learn

  • How “habituation” affects consumers’ experiences,
  • How habituation stops you from addressing and solving problems, and
  • How to fight habituation.


Pieces of fruit didn’t always have stickers on them. But someone decided that placing a sticker on each item of fruit expedited the checkout process. So now you must peel the sticker from a fruit’s skin before you can eat it. This inconvenience is so routine that individuals now barely register it. ...
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About the Speaker

Designer Tony Fadell founded Nest, a firm that revamps the design of everyday objects.

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