The PowerBook’s magnetic latch was the kind of detail that turned a good product into a great one.New owners would open and close the lid obsessively just to see the latch appear and disappear.“What Steve Jobs brought to the table was no compromise.” (Don Norman).“We had a taillight from a BMW, a lot of kitchen accessories, an old transparent thermos, cheap flatware for picnics.”.Regarding the original iMac, “It came across as cheeky, that’s why we liked transparency.”.When you create a (3D) model, everything changes, you move from ‘nebulous’ to something more. As Jony discovered in college, making detailed models was a key part of the design process.They discussed topics like, “objects that dispense positive emotions”.Jony was looking for the Mac’s “design story”.“The iMac revolved not around chip speed or market share but squishy questions like, ‘How do we want people to feel about it?’, and ’What parts of our mind should it occupy?’”.“We didn’t start with engineering dictates, we actually started with people.”.“User experience is, ‘Here’s how people like to do things.’” (Mark Rolston, Frog).Thanks to the metallic sheen, the bronze color had a chameleon-like effect that reflected the colors around it, helping it to blend into any room.” (Note: The latest designs from Nest use this same effect.).“We also want to be impressed with a designer to the point of intimidation.” (De Iuliis).“Jony was frustrated because although he had worked really hard on it, he had to make a lot of compromises because of the engineering elements.”.“To do the best design you have to live and breathe the product.” (Parsey).In this story, Jony was creating the Newton Lindy MessagePad 110, which won many design awards.Before you can turn the product on, you must first open the lid. “It’s the first thing you see and the first thing you interact with. To most people a lid is just a lid, but Jony gave it special attention.It didn’t offer a metaphor that users could grasp.” ![]() “The problem with the first Newton was that it didn’t relate to people’s everyday lives.“What’s the story of this product?” (the design story).You end up with projects that are a compromise. As an outside firm, RWG often had to make concessions to clients, something that would soon begin to drive Jony crazy. The nature of working as a consultant didn’t suit him.The pen “immediately became the owner’s prized possession”. ![]()
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