Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

Most people make the mistake of thinking design is what it [a product] looks like. People think it’s this veneer—that the designers are handed this box and told, “Make it look good!” That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.

In any complex effort, communicating a well-articulated vision for what you’re trying to do is the starting point for figuring out how to do it.

We always started small, with some inspiration. We made demos. We mixed in feedback. We listened to guidance from smart colleagues. We blended in variations. We honed our vision. We followed the initial demo with another and then another. We improved our demos in incremental steps. We evolved our work by slowly converging on better versions of the

At Apple, we never would have dreamed of doing that, and we never staged any A/ B tests for any of the software on the iPhone. When it came to choosing a color, we picked one. We used our good taste—and our knowledge of how to make software accessible to people with visual difficulties related to color perception—and we moved on

it’s crucial to make the right call about whether to use an algorithm or a heuristic in a specific situation. This is why the Google experiment with forty-one shades of blue seems so foreign to me, accustomed as I am to the Apple approach. Google used an A/B test to make a color choice. It used a single predetermined value criterion and defined it

Taste is developing a refined sense of judgment and finding the balance that produces a pleasing and integrated whole.

This push for simplicity had a purpose. Even though he was a high-tech CEO, Steve could put himself in the shoes of customers, people who cared nothing for the ins and outs of the software industry. He never wanted Apple software to overload people, especially when they might already be stretched by the bustle of their everyday lives.