[youtube=https://www.youtube.com/watch?v=KggyHTY1mIA]
UX designer Joseph Shaffery shared some quotes from a talk Apple’s design head Jony Ive gave (another account) to an audience of designers last night at London’s Design Museum – together with his take on the three top tips a designer should take away from the evening …
Shaffery said that the three key take-outs from the evening were:
On caring, Ive said that failing to care enough about the work you are doing is personally offensive.
- Learn how to care
- Learn how to focus
- Be prepared to screw up and throw things away
On focus:
What we make testifies who we are. People can sense care and can sense carelessness. This relates to respect for each other and carelessness is personally offensive.
On failing:
Make each product the best it can be. Focus on form and materials. What we don’t include is as important as what we do include […]
There is a clear goal and it isn’t to make money. The goal is to desperately try to make the best products we can. We are not naive – if you trust it, people like it, they buy it and we make money. This is a consequence.
Ive also repeated comments he’s made in the past about his attitude to copycats.
Shouldn’t be afraid to fail- if we are not failing we are not pushing. 80% in the studio is not going to work. If something is not good enough, stop doing it.
A few more quotes can be found on Shaffery’s blog. Sadly, the Design Museum says there are no plans to post a video of the entire talk. The full video of a recent Vanity Fair interview with Ive is, however, available.
Eight years of work can be copied in six months. It wasn’t inevitable that it was going to work. A stolen design is stolen time. Is it flattering? No.
