Software is best when it can be used by babies and grandmothers alike. If our products are not successful, we do not add features. We strip away features. We do not create great tools by doing all imaginable things. We create great tools by doing one thing in the best imaginable way. That is simplicity by design.
We live in a mobile world. The internet is now ubiquitous. We can access any imaginable information at any time anywhere in the world. Mobility redefines our behavior and reshapes our capabilities. Many things from science fiction are now a reality. Great products in today's world are mobile by design.
The purpose of software is to make people's lives better in the most efficient imaginable way. Great software is designed for universal access. It scales seamlessly to millions of users and creates value for each of them. The best software is universal by design.
The best software has an opinion. It has an attitude. In today's world, technology behaves like media. A web application feels like a personal statement. Communities emerge around technology and make that technology unique. Great software is personal by design.