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design patternsYou Already Know How To Use It

In the first television advertisement for the iPad, the narrator intoned, “It’s crazy powerful. It’s magical. You already know how to use it.” This was an astonishing claim. Here was a new, market-defining, revolutionary device, unlike anything we had seen before, and we already knew how to use it. And yet, for the most part, the claim was true.

You Already Know How To Use It

How does a company like Apple make such great new things that people already know how to use? One answer lies in the ability of Apple designers to draw upon patterns that people are familiar with.

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