The first school is represented by “classic designers,” such as my friends Dieter Rams and Kenji Ekuan, the late Ettore Sottsass, Jr., Mario Bellini, and Jonathan Ives. These designers can run their own studios or be corporate stars. Ten or fifteen years ago, I would have included myself in this group. This school’s approach to design is both logic

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# the nightmare bicycle imo, the most important idea in product design is to avoid the "nightmare bicycle". imagine a bicycle where the product manager said "people don't get math so we can't have numbered gears - we need to have labeled buttons for gravel mode, downhill mode, ..."___LINEBRE... See more