SIGIA-L Mail Archives: Re: [Sigia-l] It's started
Re: [Sigia-l] It's started
Jesse James Garrett does a brilliant job of explaining this outside-in
design process in his Experience Strategies talk:
President, Semantic Studios
From: sigia-l-bounces_at_asis.org [mailto:sigia-l-bounces_at_asis.org] On Behalf
Of Ziya Oz
Sent: Monday, June 04, 2007 2:24 AM
Subject: [Sigia-l] It's started
In over 20 years I can't remember Apple ever showing how (comparatively)
easy it is to *use* their software. Despite never-ending requests from Mac
loyalists, their commercials are always hardware-centric with some allusions
to ease-of-use but never a systematic display of their OS or app interfaces.
(Jeff Goldblum claiming there's no Step 3 for connecting the iMac to the
internets notwithstanding.) I can surmise some of the reasons for this, but
for company whose CEO claims is a fundamentally software enterprise this has
been a bit inexplicable.
Until now. The three new iPhone commercials that started airing last night:
are utterly unambiguous interface showcases. One assumes there'll be many
more of these, directly selling the iPhone on the superiority of its UI.
I'm not a cellphone user at all, but I can't remember any cell commercial in
the U.S. that leverages its UI. Can anyone? Why do you think Apple took a
different path with the iPhone, with an uncharacteristic emphasis on
In design, interaction is the last resort.
IA Summit 2008: "Experiencing Information"
April 10-14, 2008, Miami, Florida
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