Sir Jonathan Ive (Interview)
Here are some highlights of his latest interview:
Q: What makes a great designer?Â
A: It is so important to be light on your feet, inquisitive and interested in being wrong. You have that wonderful fascination with the what if questions, but you also need absolute focus and a keen insight into the context and what is important - that is really terribly important. Its about contradictions you have to navigate.
Q: Why has Apple’s competition struggled to do that?
A: That’s quite unusual, most of our competitors are interesting in doing something different, or want to appear new - I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us - a sincere, genuine appetite to do something that is better. Committees just don’t work, and it’s not about price, schedule or a bizarre marketing goal to appear different - they are corporate goals with scant regard for people who use the product.
Q: How do you know consumers will want your products?
A: We don’t do focus groups - that is the job of the designer. It’s unfair to ask people who don’t have a sense of the opportunities of tomorrow from the context of today to design.
Q: Is it easy to get sidetracked by tiny details on a project?
A: When you’re trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product. I think that is where having years and years of experience gives you that confidence that if you keep pushing, you’ll get there.
Q: Can this obsession with detail get out of control?
A: It’s incredibly time consuming, you can spent months and months and months on a tiny detail - but unless you solve that tiny problem, you can’t solve this other, fundamental product.
You often feel there is no sense these can be solved, but you have faith. This is why these innovations are so hard - there are no points of reference.
Q: How do you know you’ve succeeded?
A :It’s a very strange thing for a designer to say, but one of the things that really irritates me in products is when I’m aware of designers wagging their tails in my face.
Our goal is simple objects, objects that you can’t imagine any other way. Simplicity is not the absence of clutter. Get it right, and you become closer and more focused on the object. For instance, the iPhoto app we created for the new iPad, it completely consumes you and you forget you are using an iPad.
And finally my favorite statement:
"I think that people’s emotional connection to our products is that they sense our care, and the amount of work that has gone into creating it."
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