A simple interview with whom many consider to be the father of User Experience turns into a lesson as Don takes us to school. In our interview with Don Norman of the Neilsen Norman Group explains how User Experience predates computer interfaces, and that the destiny of the field of User Experience is to disappear. He gives us a preview of his upcoming book, LIVING WITH COMPLEXITY, and accuses product designers—and us—of being marketers.

The designer of the Mac OSX system interface and the current Director of User Centered Design for Cisco tells us how to determine consumer desire for a product. He also shares his advice on how to change company culture to appreciate UX, and shares the sweetest words a Design director can ever hear: “How did you do that? It’s like magic.”

Our talk with the former Chief Design Architect at Yahoo! covers his new book, Web Form Design, and includes advice on how to explain the importance of web form design to the folks in the corner offices. We talk about the digitization of objects and how removing obstacles makes a product more desirable.

In this Want Magazine interview, we talk with one of the most respected and well-known voices in User Experience, Jakob Neilsen of Useit.com and the Nielsen Norman Group. Jakob charts about the cycles in the evolution of UX, and tells that most companies still have room for improvement. He describes the coming rise in “amateur usability” and shares what he believes to be the single most exciting feature of the Web.

We talk with the former Director of User Experience Engineering at Netflix about the nuts and bolts of Netflix’s UX department(s!) and reveal their “secret sauce.” Bill also explains to us why “Happy people design happy products,” and shows us how favorite online app lets him stay close to his granddaughter in Alaska.