Sublime

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.

In the case of the filing cabinet, there were visible elements that helped bridge the Gulf of Execution when everything was working perfectly. The drawer handle clearly signified that it should be pulled and the slider on the handle indicated how to release the catch that normally held the drawer in place. But when these operations failed, there th

When I work with a team designing products, I always try to start the exploration in the same place. A blank screen.

The ideal user experience is “none”.

A perfect user experience on any product would read your mind, and from that execute what you’re asking it to do, without shipping “work” to the user.

everything except the content.