Intentional Design
Intentional Design
WWDC 2018
1. Radical simplification
Example: iTranslate Converse
![](https://cdn-images-1.medium.com/max/800/1*5Tv5fgHxvgyWj4YQFvk_aw.gif)
Example: Vanido
![](https://cdn-images-1.medium.com/max/800/1*hmH6I5Nz3cTlKpeTHDatdQ.gif)
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
![](https://cdn-images-1.medium.com/max/800/1*W09GNdDFOi0ZaYtQ2LCt8w.gif)
3. Extreme focus
Example: Luggage bag
The inventor made each decision to serve a really specific person who traveled for a living
![](https://cdn-images-1.medium.com/max/800/1*Babgt0tcrraA0Tw5yNlztQ.png)
4. Personal connection
- Specific and personal ➔ Unique
Example: Carrot Weather
![](https://cdn-images-1.medium.com/max/800/1*JVxd2JxjJ91HZszbytxbYA.gif)
![](https://cdn-images-1.medium.com/max/800/1*Dx2NmbOm7LbYUQjH7J0g6Q.png)
![](https://cdn-images-1.medium.com/max/800/1*F0opqF9BEINB6EEOSFoBkQ.png)
5. Direct communication
- Notice the obviou
- Challenge the obvious
- Be direct
- Immerse
![](https://cdn-images-1.medium.com/max/800/1*egA45jJzBRpqJUCe8O7m1A.png)
Example
![](https://cdn-images-1.medium.com/max/800/1*Br7NGZ-oDm1TYm9dFPfTgg.png)
![](https://cdn-images-1.medium.com/max/800/1*xoywXKldIIwXMr1bnZmOdw.png)
![](https://cdn-images-1.medium.com/max/800/1*VuOb70t6PtKCUR16N2rZvg.png)