Creative Selection - Deepstash

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Great products are built on a process of discovery and refinement.



1.15K reads


Design is about trying many ideas, culling the great from the good.



996 reads

Prototyping Early to Test Concepts Iteratively

Prototyping Early to Test Concepts Iteratively

  • Quickly building prototypes to tangibly test concepts early allows concrete evaluation before over-investing.
  • Refine through continual iteration against benchmarks, like improving page load speeds iteratively using automated testing.
  • This avoids analysis paralysis and contributes to creating products that feel "alive" as described in the provided text.


794 reads

Fostering Cross-Functional Collaboration for Cohesion

Fostering Cross-Functional Collaboration for Cohesion

Collaborate across specialties like design, engineering, and marketing to enrich ideas through collective wisdom.

Overlap of skills and knowledge in dedicated team members creates shared vision and cohesion across the holistic product experience and appearance.


665 reads

The Safari Story

The Safari Story

Page load speed was a major concern when developing Safari.

Steve demanded that the browser be fast, so the team was tasked with developing a set of automated tests that would launch the browser and have it load a series of web pages in succession before reporting the speed. 

They soon had their "Page Load Test" (PLT) benchmark in place, ensuring that the product became "faster by never getting slower.


594 reads

Working Within Constraints by Prioritizing Decisively

Working Within Constraints by Prioritizing Decisively

  • Innovate within practical project constraints like technology limitations and deadlines.
  • Understand necessary compromises between features and resources.
  • Pare down to the essentials through decisive prioritization for coherence and avoiding aimlessness as highlighted. 


613 reads

Exploring Wide Options Before Choosing to Avoid Bias

Exploring Wide Options Before Choosing to Avoid Bias

  • Explore a wide breadth of options with divergent thinking before deciding direction.
  • This opens possibilities rather than jumping to solutions.
  • Avoid confirmation bias by first diverging then converging.


579 reads

Ensuring User Experience Integrity for Cohesion

  • As highlighted in "taste", maintain coherent user experience integrity throughout the design process.
  • Details like visual language should align to and advance the overall product vision and usage.
  • This contributes to a "gratifying and integrated whole."


560 reads

Deciding Decisively to Execute Unitedly with Dedication

Deciding Decisively to Execute Unitedly with Dedication

Debate opinions vigorously with evidence, but support final decision once made as described in "decisiveness". Avoid analysis paralysis.

Execute the vision decisively with full team energy and dedication.

Do not second-guess. Unified commitment once chosen is key.


553 reads



Diplomatic Services operational officer


Inside Apple's Design Methodology During the Steve Jobs Era. Software engineer Ken Kocienda, the author, worked on the first iPhone, among other projects.The author discusses Apple's software development process and why, in his opinion, it was a key factor in the company's ability to produce products of the highest caliber.

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