Intentional Design

WWDC 2018

1. Radical simplification

Example: iTranslate Converse

Example: Vanido

2. Deep understanding

• What people really want
• Dig past superficial needs
• Reveal essential needs

Example: Streaks Workout

• People need motivation, fun when they work out

3. Extreme focus

Example: Luggage bag

The inventor made each decision to serve a really specific person who traveled for a living

4. Personal connection

• Specific and personal ➔ Unique

Example: Carrot Weather

5. Direct communication

• Notice the obviou
• Challenge the obvious
• Be direct
• Immerse

Example