We make products that are designed to be used and enjoyed. Not just admired but interacted with. That demonstrate knowledge and feel personal. Great experiences are not an accident. They're a series of decisions and practices that can be repeated, refined and improved. That's what we do...every day.
Users are looking for a "moment of joy". First we find it and then we work backwards.
There are three responses to great products: yes, no, and wow! Wow is our favorite.
Simple is not just beautiful, simple is the bravest form of design. Simple is amazing.