What design excellent really means

In an earlier posting on the end of Jobs era at Apple, I mentioned that part of the genius of their products was due to the Sir Jonathan Ive. Now Ive has given a long interview with the Evening Standard of London. Lots of interesting tidbits. One I particularly liked was this:

We struggle with the right words to describe the design process at Apple, but it is very much about designing and prototyping and making. When you separate those, I think the final result suffers.

Interesting comment since Apple doesn’t actually make their own products anymore.
Over at Forbes, Lim Yung-Hui has distilled the content down to 7 Lessons That Startups Can Learn From Apple Design Guru Jonathan Ive:
1. Build A Genuinely Better Product: Different does not necessary means better.
2. Make It Simplistically Useful
3. Design Tells Users How Much You Care
4. Be Inspired by Problems and Opportunities
5. Non-Design Skills Required Too
6. Focus Group is Not Quintessential
7. Promote cross-pollination within your organization
Frankly, I think #1 and #2 says it all. Build a better, more useful product. That is what design should be about and is ultimate goal of innovation. As Ive says in the interview:

Our goals are very simple – to design and make better products. If we can’t make something that is better, we won’t do it.


One thought on “What design excellent really means”

  1. Another element in Apple’s success

    As I have written before, there are multiple keys to Apple’s success. Beyond cool technology, attention to design and a focus on the customer experience are two of the most prominent. But, as a this vignette from the HBS blog…


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