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Ryan Singer, “Designing with Forces…” Q&A Session

In the Q&A session of the “Designing with Forces: How to Apply Christopher Alexander in Everyday Work” lecture, Ryan Singer addresses questions about customer feedback, lack of usability testing, pricing models, and the effect of the iPad on 37signals.

Watch the first part of the lecture here.

One of the things I really like about Apple products is this whole idea of “skating to where the puck is going to be, not where it is.” This is a Gretzky quote that I think Steve Jobs has used, and it’s the idea that customers are telling you to build a faster horse. They are not telling you to build the first car. The designer’s perspective of that quote is looking at the world and seeing things that aren’t right, and seeing an opportunity to improve the world by using the insight that you have. –Ryan Singer

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