Enabled by technology

Google Search requires people to formulate precise keywords.
ChatGPT re-frames search, presenting a different way to find results through conversation. Same task, efficient method, one step further.

People accomplish the same task of retrieving information. Now in a new way that saves time, feels natural, and further helps with reasoning. Introducing new practicality to our online interactions.

Interestingly, things that look the same can feel completely different

Asserted through aesthetic choice

Tesla Cybertruck violates common belief about what a car should look like. Reactions are mixed, but it successfully introduces a new perspective. The design makes a statement about utility, innovation, futurism.

But what appeals to one person may be unattractive to another. Although, with exposure & use, people tend to become familiar with anything, regardless of first impressions.

Philippe Stark’s Juicer, Dyson’s vacuum cleaner, Humane’s Ai pin, the Eiffel Tower, Macintosh GUI… also make unique statements through aesthetics.

Speaks for itself

The iPod revealed universal truths about the convergence of technology and lifestyle. Simplicity, elegance, seamless integration could transform how people experience music.

2001 Launch: 1,000 songs in your pocket captures the essence of the iPod’s appeal in a brilliantly succinct and memorable way

2003 ‘Silhouette’ campaign taps into universal love for music, resonating with audiences word wide. Joy, freedom, expression. Strong visuals, emotional connection with music, beyond boundaries, universal appeal.

2016 AirPods became an obvious choice. Eliminate tangled wires. A stylish accessory you can’t leave without. Seamless integration & continuity with Apple devices, anywhere, anytime.

Although, the obvious solution can be hard to conceive & easy to make, meaning there’s a narrow window before competitors catch on. The obvious solution can also be easy to conceive, but extremely hard to make, which is a feat of innovation when done.

Rhode lip case, IKEA Billy bookcase, Instagram stories, the Little Black Dress… are examples of clear value, simplicity, cultural resonance.

Truth that speaks for itself is evident when little explanation is needed to convey value. It may take hundreds of iterations to arrive at the simple solution. But obvious to everyone when brought to existence.

It’s all Relative

Dark and light modes in software design represent the subjective nature of truth in user experience. Either choice is made based on personal preference, lighting conditions, individual comfort, even brand identity.

Simple & focused app experiences are familiar to some, while complex service integrations, all-in-one apps are familiar to others. For example, WeChat and Line are known for its feature-rich design, reflecting Eastern cultural preference for multifunctional services, comprehensiveness, & thorough explanations over visual implications.

Enterprise & developer workflows are known for complex, yet valuable capabilities in one product. Consistency is essential for people who have already mastered the tool, & know where things are based on familiarity over extended use.

Pro tools are subject to user knowledge. The domain expert is skilled in their protocols, while the novice starts with limited knowledge about what’s possible and how to begin. Beginner tools may optimize for learning. Pro tools optimize for experts, & users’ transitions toward expertise.