Hi.

I am following the Apple thread and enjoying it immensely. I wonder if it might be useful to suggest that it is kept under the same subject line. It is a lot easier to follow and it stays as one thread as opposed to many.

Anyway, thanks for this.

[ fernando ]

On Jan 10, 2012, at 2:42 AM, "Kristina Borjesson" <[log in to unmask]> wrote:

> Dear Keith, Norman and all.
> I cannot 'challenge' Norman's knowledge about Apple pre- and under Jobs but I feel implied to make a few comments.
> 
> The information about prototypes in the hand of children was, if I remember correctly, delivered by Jonathan Ive in a filmed interview which was part of an exhibition at the Danish Design Center where I think also Tim Brown, IDEO took part. It was about the concept of Design Thinking and its application even beyond design.
> I do not think that putting prototypes in the hands of children has anything to do with Apple aiming at the children segment of the market. Norman's comment somewhat surprised me. This children testing has of course to do with designing products which humans in general can use almost intuitively, without reading instruction manuals or needing assistance. I read an article a while ago (cannot recall where, probably a business magazine) where BBVA, the cash machine maker, said they nowadays always included people who never use cash machines or stopped using them, in their study.
> 
> Teaching students to trust their instinct? I would rather refer to it as inspire them also to trust their lived, and not merely their learned, experience and to differentiate between human ways of being (adjusting slowly) and their way of living (constantly changing).
> 
> Jay Osgerby of the design duo Barber&Osgerby, said when introducing one of their new products recently: "when you create something which resonates with you as a user, then I think you are halfway there [designing an also mentally enduring product]".
> Is a mentally enduring product a good or great design? Or both? 
> Best
> Kristina
> 
> Sent from my BlackBerry® wireless device
> 
> -----Original Message-----
> From:         Keith Russell <[log in to unmask]>
> Sender:       PhD-Design - This list is for discussion of PhD studies and related research in Design <[log in to unmask]>
> Date:         Tue, 10 Jan 2012 11:00:09 
> To: <[log in to unmask]>
> Reply-To:     PhD-Design - This list is for discussion of PhD studies and              related research in Design <[log in to unmask]>
> Subject: Re: Apple Case Studies?
> 
> Dear Kristina,
> 
> There is no mention of prototypes being given to children in the
> Biography (unless I missed those pages?). Which indicates, for me, the
> general lack of a larger critical perspective in the book. Isaacson
> seems to have given up on getting Jobs to look at larger issues. He
> tries, in the early parts of the book, to draw Jobs into mythological
> dimensions, but Jobs just uses his magic stare and Isaacson allows
> himself to be stared at.
> 
> Jobs's often repeated claim that he did no consumer testing and that
> consumers need to be taught what they need seems to match up with a lot
> of infuriating aspects of Apple products. I often reflect on the Apple
> "bozos" who designed this Apple "shit" (to quote Steve on other people's
> products). Yes, I do the same for Windows machines and my Android
> devices. And, I own more Apple IT products, at the moment, than
> non-Apple ones (7 Apples and 5 non-Apples - I teach IT stuff on
> Apples).
> 
> Where can I find the information about children using Apple
> prototypes?
> 
> Cheers
> 
> keith
> 
>>>> Kristina Borjesson <[log in to unmask]> 01/10/12 10:03 AM >>>
> 
> I have also read the Steve Jobs biography recently. I was struck by
> about the same details as you. But my reaction and reflection was quite
> different: knowing that many of Apple's prototypes were put in the hands
> of children, it becomes very obvious that Apple' success partly is due
> to the company  bringing back technology to the service of humans rather
> than the opposite.
> Best regards
> Kristina Borjesson
> Sent from my BlackBerry* wireless device

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