The Jony Ive interview from last week has been bouncing around my head all weekend. He was able to succinctly state something I’ve long struggled to pin down.

He talked about the root of good design being a genuine, loving affection for your users. Which is both beautiful and in my experience 100% true.

During design and development we are faced with countless decisions, in order to consistently & relentlessly make the best choice you need to have a bigger motivation than just “good design”.