Four myths about Apple design
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Every technology company has its own image. When people mention Google, they must think of data. When people mention Apple, they think of design. Therefore, Apple products must be well designed, and Apple designers must be good designers. Imagine that one day when you are showing off a new mobile phone, your friend suddenly says, "This phone looks a bit like an iPhone." You immediately retort, "What do you know? It was designed by a former Apple designer." Then, the friend understands and the device becomes high-end in his mind. On the contrary, if you say, "This is the work of a Google designer," your friend may look at you with contempt. How can a designer from Google be good? We all agree that Apple's design is good, so much so that it is somewhat mythical. In fact, due to Apple's strict confidentiality policy, we actually know very little about Apple's design process. Recently, Mark Kawano, who worked as a designer at Apple for 7 years, was interviewed by the fastcodesign website and talked about four myths about Apple design. Myth 1: Apple has the best designers Mark Kawano said that the biggest misunderstanding people have about Apple is that because Apple's products are well designed and have a good user experience, it must have the best design team or the best design process. However, after taking on the role of Apple's user experience evangelist, Mark Kawano frequently came into contact with the design team of a Fortune 500 company, which gave him a deeper understanding. Design is the company's overall culture. "Everyone there is thinking about user experience and design, not just designers. That's why everything about the product is so good...far more than any designer or design team." Good design is not just the result of executives, especially the CEO's attention, but also an overall need, something that everyone cares about. In such an environment, designers do not need to fight for their status or feel frustrated because good design is ignored. At Apple, everyone from engineers to marketers has a certain degree of designer thinking, and the human resources department will also recruit such employees. "You see other companies poach Apple designers, and they make beautiful interfaces, or interesting things, but that doesn't necessarily drive their business or products. Because designers are only the interface department, but to make a well-designed product, as Jobs said, requires "holistic" thinking. That's not just the interface part, but also the right business model, the right marketing and copywriting, and the way to sell it. All of these parts are critical." Myth 2: Apple's design team is huge When Kawano worked at Apple, Apple's core products were designed by a very small team of about 100 people. "I knew everyone and knew everyone's name," Kawano said. In most cases, Apple does not hire special designers, each designer has multiple talents, and because Apple's engineers also understand design, when developing new application interfaces, the design team can let engineers start the construction process directly without having to give design sketches first. However, this situation may have changed. Apple's decision-making is becoming more democratic, and it has also affected the design team. For example, when Jony Ive designed iOS 7, he asked the marketing team to help. Myth 3: Apple focuses on every detail Apple's products often impress people with details, which has also inspired other companies to follow suit, but Mark Kawano said that it is difficult to come up with very innovative ideas when you have a release date and a development schedule. Apple's designers, as well as engineers, will come up with good ideas for interactive design in their free time, and then they will put these ideas aside until the right time comes. They will constantly experiment with various ideas and communicate. Therefore, in terms of interactive design, Apple does not have any idea library, but has a small team and a culture of sharing. Myth 4: Jobs' enthusiasm scares everyone It is said that Apple's designers should always use the stairs, because when you meet Jobs in the elevator, he will ask about your work, and then there are two consequences: one is that he hates your ideas and fires you, and the other is that he likes your ideas, and then your project will receive his attention, so you lose your nights, weekends and holidays. For this statement, Kawano said that the fact is that those who have achieved success at Apple are happy to work with Jobs and learn his passion. They are willing to give up weekends and holidays. However, many people also think that sacrificing everything for the sake of creating the best product is not a fair thing. "So, many times, he would be unhappy because he wanted the best and expected others to have the same idea. He didn't understand those who didn't think that way, and he would wonder why they would work for him if that wasn't the case. I think Jobs would have a hard time tolerating people who didn't care about the product. What he didn't understand very much was why people would work in that position if they didn't want to sacrifice everything." Kawano said that Jobs was actually a very approachable person. When he was in a restaurant, he asked Jobs to cut in line to the front, but Jobs didn't want to do that. "It's interesting, he's a very picky person...but when it comes to other things, he wants to be very democratic and get the same treatment as everyone else. He constantly struggles between these roles." As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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