Designed by Apple - Intention
What do we want people to feel? According to this video, that’s what Apple design team ask themselves before starting to design a new product. But is that so?
Jony Ive was quoted several times remarking how every new project is started by searching for “its design “story”—that is, by asking himself, What’s the story of this product?”
“Developing the design story was an essential first step in conceiving something entirely new. “As industrial designers we no longer design objects,” Jony said. “We design the user’s perceptions of what those objects are, as well as the meaning that accrues from their physical existence, their function and the sense of possibility they offer.”
While designing the first iMac, the design team at Apple "didn’t start with engineering dictates,” Jony said. “We actually started with people.”
They discussed topics like “objects that dispense positive emotions”; one of the designers suggested a transparent gumball dispenser as an example of this. The IDg also discussed how other businesses, like the fashion industry, might approach the problem. “We talked about companies like Swatch—companies that broke the rules—that viewed technology as a way to the consumer, not the consumer as the path to the technology,” Jony said.”
Of course, this is no news for here industrial designers that will relate all of this topics to the framing of the project: every product that is designed needs to fulfill a purpose, to be used on some environment and of course be related to the people that’s going to use it. So, in this way, isn’t to design something questioning firstly “what do we want people to feel?” a fair way to proceed?
* Fragments from Leander Kahney’s book: “Jony Ive: The Genius Behind Apple’s Greatest Products”.