{"$schema": "https://raw.githubusercontent.com/guitaripod/wwdc-sessions/master/schema/transcript.schema.json", "id": "wwdc2026-250", "language": "eng", "source": "https://developer.apple.com/videos/play/wwdc2026/250", "wordCount": 2533, "segments": [{"start": 7.0, "text": "Hi, I'm Linda."}, {"start": 8.0, "text": "And I'm Doug."}, {"start": 9.0, "text": "We're Design Evangelists at Apple."}, {"start": 12.0, "text": "Let's start with a question: what is design?"}, {"start": 17.0, "text": "Take a second with it, because I think a lot of us, if we're being honest,"}, {"start": 21.0, "text": "would jump to \"design is how something looks\""}, {"start": 23.0, "text": "or maybe even \"design is how something behaves\""}, {"start": 27.0, "text": "And these definitions aren't necessarily incorrect,"}, {"start": 30.0, "text": "they just paint an incomplete picture."}, {"start": 32.0, "text": "For us at Apple, design is making something with intention."}, {"start": 36.0, "text": "It's focusing on what's most important to people,"}, {"start": 39.0, "text": "so you can build something they will truly value."}, {"start": 42.0, "text": "Every feature you add to your product, asks something of the person using it."}, {"start": 47.0, "text": "It asks for their time, their attention, and their trust."}, {"start": 51.0, "text": "These are valuable things you can't afford to waste."}, {"start": 54.0, "text": "So choosing what to build,"}, {"start": 56.0, "text": "is often a matter of deciding what not to include."}, {"start": 60.0, "text": "Before you a draw a single sketch, or write a line of code,"}, {"start": 64.0, "text": "think about whether what you're making has purpose."}, {"start": 68.0, "text": "Purpose, is one of the foundational principles,"}, {"start": 71.0, "text": "that you can use to design great experiences on Apple platforms."}, {"start": 76.0, "text": "Experiences that serve people, that respect and adapt to their lives,"}, {"start": 80.0, "text": "that are clear and considered, and at their best, a genuine joy to use."}, {"start": 85.0, "text": "Now, one thing we want to say upfront."}, {"start": 87.0, "text": "There's no formula or right way, to combine these principles"}, {"start": 91.0, "text": "that guarantees you'll arrive at the perfect solution."}, {"start": 94.0, "text": "You might even find that leaning into one principle,"}, {"start": 97.0, "text": "feels like you're compromising on another."}, {"start": 100.0, "text": "But that's what makes design so interesting."}, {"start": 103.0, "text": "Ultimately, it's up to you to use your knowledge and intuition"}, {"start": 106.0, "text": "to find the best path forward."}, {"start": 108.0, "text": "Okay let's get into it!"}, {"start": 110.0, "text": "After purpose, there's agency."}, {"start": 112.0, "text": "Agency is about putting people in control."}, {"start": 115.0, "text": "People feel in control, when you let them do things their way."}, {"start": 120.0, "text": "For example, do you want to take this next part?"}, {"start": 123.0, "text": "Oh, um, I'm okay, you can keep going!"}, {"start": 127.0, "text": "Okay!"}, {"start": 128.0, "text": "Offering choices is the best way to bring agency into your experience."}, {"start": 133.0, "text": "An interface should never stand in the way of what someone is trying to do."}, {"start": 137.0, "text": "Instead of guiding someone down a pre-determined path,"}, {"start": 141.0, "text": "let them dive right into your experience."}, {"start": 144.0, "text": "And give them the autonomy to decide what to explore at their own pace."}, {"start": 149.0, "text": "People are far more engaged when they have agency to control their own experience."}, {"start": 155.0, "text": "Of course, that does mean people will make mistakes,"}, {"start": 158.0, "text": "or go down paths they didn't mean to."}, {"start": 161.0, "text": "When that happens, offer forgiveness."}, {"start": 164.0, "text": "People accidentally send, change, and delete things all the time."}, {"start": 169.0, "text": "You can provide forgiveness"}, {"start": 171.0, "text": "by making it easy for them to undo any of their actions."}, {"start": 175.0, "text": "And, when someone's about to do something destructive,"}, {"start": 178.0, "text": "double-check it's what they actually mean to do."}, {"start": 180.0, "text": "In some cases, interruptions can be helpful."}, {"start": 184.0, "text": "But use interruptions carefully,"}, {"start": 186.0, "text": "and only when someone is about to make a big mistake."}, {"start": 189.0, "text": "Oops, I don't wanna do that!"}, {"start": 192.0, "text": "Just one sec here."}, {"start": 194.0, "text": "Let's keep going."}, {"start": 196.0, "text": "People really appreciate it, when you help them avoid disaster."}, {"start": 201.0, "text": "Forgiveness supports agency because it gives people confidence"}, {"start": 205.0, "text": "that they can always recover from anything they try,"}, {"start": 208.0, "text": "and helps them feel capable, secure, and free to explore."}, {"start": 212.0, "text": "Exactly."}, {"start": 213.0, "text": "But when you give people freedom, you also have to protect their well-being."}, {"start": 218.0, "text": "Which leads us to responsibility."}, {"start": 220.0, "text": "On Apple platforms, responsibility means acting in people's best interest."}, {"start": 225.0, "text": "And it starts with privacy."}, {"start": 227.0, "text": "Privacy is a human right."}, {"start": 229.0, "text": "And even though there's tons of information you can request from someone,"}, {"start": 233.0, "text": "it's not the best way to build a relationship."}, {"start": 235.0, "text": "Imagine someone comes up to you like this:"}, {"start": 238.0, "text": "Hey!"}, {"start": 239.0, "text": "Hi!"}, {"start": 240.0, "text": "Give me your phone number."}, {"start": 241.0, "text": "For what?"}, {"start": 242.0, "text": "I just need it."}, {"start": 244.0, "text": "Uh, why?"}, {"start": 246.0, "text": "I'll tell you, once you give me your phone number."}, {"start": 249.0, "text": "You wouldn't trust a person like that in real life."}, {"start": 252.0, "text": "And yet, interfaces do this all the time."}, {"start": 255.0, "text": "They throw permission prompts the second you launch them."}, {"start": 259.0, "text": "Long before you've figured out what the app actually does."}, {"start": 262.0, "text": "Or ask you for information, without providing context for what it's for."}, {"start": 267.0, "text": "A responsible design treats people and their private information with respect,"}, {"start": 272.0, "text": "just like you would in the real world."}, {"start": 275.0, "text": "Responsible interfaces wait for the right moment to ask for personal data."}, {"start": 279.0, "text": "They only ask for what's necessary, and are transparent about the data is for."}, {"start": 284.0, "text": "It's your responsibility to protect anyone using your product,"}, {"start": 288.0, "text": "and anyone who could be affected by it."}, {"start": 291.0, "text": "That's why in addition to privacy, you should keep people safe."}, {"start": 295.0, "text": "For interfaces, this means looking closely at what functionality you offer,"}, {"start": 300.0, "text": "and asking yourself some hard questions."}, {"start": 303.0, "text": "How could this feature be misused?"}, {"start": 305.0, "text": "Who would be harmed by this?"}, {"start": 308.0, "text": "And how do I prevent it?"}, {"start": 310.0, "text": "Think about what it means to responsibly add AI capabilities to your product."}, {"start": 316.0, "text": "When you build intelligent features,"}, {"start": 318.0, "text": "you have to anticipate that a model might generate something"}, {"start": 321.0, "text": "unexpected or inaccurate."}, {"start": 324.0, "text": "Take something as innocent as a recipe app."}, {"start": 328.0, "text": "If someone logs an allergy,"}, {"start": 330.0, "text": "you have to anticipate that the model may suggest an ingredient"}, {"start": 333.0, "text": "that could cause a severe reaction."}, {"start": 336.0, "text": "That could do real-world harm and it's just something you can't leave to chance."}, {"start": 340.0, "text": "Think realistically about what could go wrong, and add safeguards."}, {"start": 344.0, "text": "Previews, confirmations, disclaimers can help,"}, {"start": 347.0, "text": "but consider removing features entirely,"}, {"start": 349.0, "text": "if the risks to people's safety outweigh the value."}, {"start": 352.0, "text": "Ultimately, your work has a real impact on people's lives."}, {"start": 356.0, "text": "So, when you take that responsibility seriously,"}, {"start": 359.0, "text": "it leads to a product people can trust."}, {"start": 362.0, "text": "The next design principle, familiarity,"}, {"start": 365.0, "text": "is all about how people bring their existing knowledge to your design."}, {"start": 369.0, "text": "Familiarity is about building on what people know."}, {"start": 373.0, "text": "Your audience comes to you with a lifetime of experience."}, {"start": 376.0, "text": "They understand how the real world works,"}, {"start": 379.0, "text": "and they've learned conventions from other interfaces."}, {"start": 382.0, "text": "You can lean on that existing knowledge, to make your design intuitive."}, {"start": 387.0, "text": "A great way to do this, is by using metaphor."}, {"start": 390.0, "text": "Metaphors have been used since the earliest interfaces,"}, {"start": 393.0, "text": "to help people get familiar with software."}, {"start": 395.0, "text": "What does this thing do?"}, {"start": 397.0, "text": "Same as the real world!"}, {"start": 398.0, "text": "Stuff I don't want, goes in the trash."}, {"start": 401.0, "text": "And actually, if I made a mistake, I can retrieve it from the trash!"}, {"start": 406.0, "text": "Just like the real world!"}, {"start": 407.0, "text": "Okay!"}, {"start": 408.0, "text": "The trick to metaphors, is making sure they aren't too literal or abstract."}, {"start": 413.0, "text": "In an interface, an inspector shows details of whatever is selected."}, {"start": 418.0, "text": "If your inspector metaphor is too literal,"}, {"start": 421.0, "text": "people might not be familiar with what you're trying to show."}, {"start": 424.0, "text": "If it's too abstract, you risk your idea not getting across."}, {"start": 429.0, "text": "A good metaphor draws on something people know"}, {"start": 432.0, "text": "and helps people predict what it will do."}, {"start": 435.0, "text": "When used correctly, metaphors instantly click."}, {"start": 438.0, "text": "When used incorrectly, metaphors can be surprising, in a bad way."}, {"start": 443.0, "text": "Let's go back to the trash can."}, {"start": 445.0, "text": "If you use a trash can icon to mean something other than delete,"}, {"start": 449.0, "text": "it goes against people's familiarity with what this symbol represents,"}, {"start": 453.0, "text": "in other software."}, {"start": 454.0, "text": "The same is true if you take creative liberty with the delete icon."}, {"start": 459.0, "text": "People don't get that immediate recognition."}, {"start": 462.0, "text": "For common actions, there's no need to reinvent the wheel."}, {"start": 465.0, "text": "Just use the metaphors people are already familiar with,"}, {"start": 468.0, "text": "and make sure they do what people expect."}, {"start": 471.0, "text": "Familiarity is also a product of being consistent."}, {"start": 475.0, "text": "Consistency helps people predict what will happen next."}, {"start": 479.0, "text": "Simply put, things that look the same should behave the same."}, {"start": 483.0, "text": "If one of these buttons moves to a different screen,"}, {"start": 487.0, "text": "another toggles an action, and another pops up a modal,"}, {"start": 491.0, "text": "there's no pattern to understanding how this interface works."}, {"start": 495.0, "text": "Consistent behavior helps people navigate your interface,"}, {"start": 499.0, "text": "because they can anticipate what will happen and where they're going."}, {"start": 503.0, "text": "And so does consistent placement."}, {"start": 505.0, "text": "On Mac, you can always close a window by going to the top left corner."}, {"start": 509.0, "text": "It's always in the exact same spot."}, {"start": 512.0, "text": "When someone can find an action"}, {"start": 514.0, "text": "in the same location across screens and devices, it speeds them up."}, {"start": 518.0, "text": "They don't have to think about it."}, {"start": 520.0, "text": "Creating something familiar"}, {"start": 522.0, "text": "is all about knowing which metaphors and patterns to use and when to use them."}, {"start": 527.0, "text": "But familiarity doesn't mean recycling the same solution everywhere."}, {"start": 532.0, "text": "That brings us to flexibility."}, {"start": 534.0, "text": "A flexible design, recognizes a simple truth."}, {"start": 538.0, "text": "That people use your design in ways as unique as they are."}, {"start": 543.0, "text": "So support all the different contexts people find themselves in."}, {"start": 547.0, "text": "Adding flexibility into your interface,"}, {"start": 549.0, "text": "allows it to adapt to people's actual lives."}, {"start": 552.0, "text": "So, take listening to music."}, {"start": 555.0, "text": "The way someone interacts with their music,"}, {"start": 557.0, "text": "changes completely depending on their context."}, {"start": 560.0, "text": "They might be at home, controlling their music through the speakers."}, {"start": 564.0, "text": "Or on a run with their AirPods and watch."}, {"start": 567.0, "text": "Or driving, using a completely hands-free experience."}, {"start": 572.0, "text": "An interface that accommodates different situations feels more comfortable"}, {"start": 576.0, "text": "and works for a wider audience."}, {"start": 578.0, "text": "Right!"}, {"start": 579.0, "text": "And when you design for specific contexts,"}, {"start": 581.0, "text": "it shows you're paying attention to what a person wants to do."}, {"start": 586.0, "text": "When someone pulls out their iPhone, they want quick, touch-based interactions."}, {"start": 591.0, "text": "On Mac, they expect deep workflows, and precise pointer controls."}, {"start": 596.0, "text": "Every device"}, {"start": 597.0, "text": "deserves a solution that takes advantage of what makes it unique."}, {"start": 601.0, "text": "Of course, hardware is only half the story."}, {"start": 604.0, "text": "The other half is the person using it."}, {"start": 607.0, "text": "Another way make your design flexible,"}, {"start": 609.0, "text": "is to cater to the wide range of abilities people have."}, {"start": 614.0, "text": "Get curious about who your audience is."}, {"start": 616.0, "text": "How old are they?"}, {"start": 618.0, "text": "What languages do they speak?"}, {"start": 620.0, "text": "Are they a pro or a novice?"}, {"start": 622.0, "text": "Do they rely on accessibility features?"}, {"start": 625.0, "text": "You might not solve for every type of person on day one,"}, {"start": 629.0, "text": "but you can start examining how your experience can be more inclusive."}, {"start": 633.0, "text": "Often, adding flexibility means"}, {"start": 636.0, "text": "you're not going to land on a single design solution that makes everyone happy."}, {"start": 640.0, "text": "Sometimes, the best option, is to let people personalize your experience"}, {"start": 645.0, "text": "to suit their own preferences."}, {"start": 647.0, "text": "Take something like controls."}, {"start": 649.0, "text": "It's really hard to nail down a single layout"}, {"start": 651.0, "text": "that works perfectly for every person,"}, {"start": 653.0, "text": "so offer people the flexibility to rearrange them,"}, {"start": 657.0, "text": "to support their personal workflow."}, {"start": 659.0, "text": "Or allow them to hide controls they never use."}, {"start": 664.0, "text": "Flexibility is an investment, but it's worth it,"}, {"start": 667.0, "text": "because it proves to people that you designed with them in mind."}, {"start": 671.0, "text": "Next, simplicity."}, {"start": 673.0, "text": "Simplicity is about stripping away the unnecessary,"}, {"start": 676.0, "text": "so the core purpose of your design can shine."}, {"start": 680.0, "text": "When we say simple, we don't mean minimal."}, {"start": 683.0, "text": "If you bury all your functionality inside a single place,"}, {"start": 687.0, "text": "that might make your interface look more minimal, but it doesn't make it simple."}, {"start": 692.0, "text": "Simple designs are frictionless and intuitive."}, {"start": 696.0, "text": "People can find what they need without effort."}, {"start": 699.0, "text": "And they get there by being concise and clear."}, {"start": 702.0, "text": "Concise interfaces use plain language."}, {"start": 706.0, "text": "They strip away jargon and speak naturally."}, {"start": 711.0, "text": "They avoid redundancy"}, {"start": 714.0, "text": "and get straight to the point."}, {"start": 717.0, "text": "Concise interfaces also respect people's time."}, {"start": 721.0, "text": "They reduce the number of steps it takes to get things done."}, {"start": 724.0, "text": "You can also achieve simplicity through being clear."}, {"start": 728.0, "text": "A clear design perfectly communicates what it does."}, {"start": 732.0, "text": "Clarity is built with hierarchy,"}, {"start": 735.0, "text": "using order, spacing, and contrast to guide people to what's most important."}, {"start": 741.0, "text": "When your hierarchy is strong,"}, {"start": 742.0, "text": "the most important item on the screen is always the most obvious one."}, {"start": 747.0, "text": "Clear interfaces answer people's questions:"}, {"start": 750.0, "text": "What do I pay attention to?"}, {"start": 752.0, "text": "What can I interact with?"}, {"start": 754.0, "text": "And how do I interact?"}, {"start": 756.0, "text": "In a simple interface, every element earns its place."}, {"start": 760.0, "text": "So take a look at your design and identify where there's information you can distill"}, {"start": 765.0, "text": "down to its essence."}, {"start": 767.0, "text": "Is there complex data that might be better understood as a graphic?"}, {"start": 772.0, "text": "Are there opportunities to summarize information"}, {"start": 775.0, "text": "so people can focus on what they care about?"}, {"start": 778.0, "text": "Make sure every element helps clarify your point."}, {"start": 781.0, "text": "And in some cases, making an interface simpler can mean adding more to it."}, {"start": 786.0, "text": "Take this video play/pause control."}, {"start": 788.0, "text": "It's simple and familiar."}, {"start": 790.0, "text": "I can pause what I'm watching,"}, {"start": 792.0, "text": "and when I come back to it later, I need more context."}, {"start": 796.0, "text": "This control clarifies where I am and how much time is left."}, {"start": 801.0, "text": "Sometimes, simple means adding context and information,"}, {"start": 804.0, "text": "so people can make informed decisions."}, {"start": 808.0, "text": "Simple interfaces support the reason people are there."}, {"start": 812.0, "text": "And you'll know you've arrived at simplicity when you have"}, {"start": 815.0, "text": "exactly enough!"}, {"start": 817.0, "text": "Our next principle is about executing what you have flawlessly."}, {"start": 822.0, "text": "Craft is the attention to detail"}, {"start": 824.0, "text": "that tells people you really care about the experience you're giving them."}, {"start": 829.0, "text": "We all know what a cheap product feels like."}, {"start": 832.0, "text": "A rickety door that doesn't close properly."}, {"start": 835.0, "text": "A shirt that unravels when you wash it."}, {"start": 838.0, "text": "You can just tell when someone took shortcuts."}, {"start": 840.0, "text": "And it's the same with software."}, {"start": 842.0, "text": "You know exactly what it feels like to use an interface that was rushed out the door."}, {"start": 848.0, "text": "You tap a button and you just have to wait for it do something."}, {"start": 852.0, "text": "Scrolling is jittery. Icons are misaligned."}, {"start": 855.0, "text": "You rotate your phone, and the layout gets all messed up."}, {"start": 858.0, "text": "It feels fragile."}, {"start": 860.0, "text": "When software feels thrown together,"}, {"start": 863.0, "text": "you question the quality of the results you'll get from using that product."}, {"start": 867.0, "text": "But a meticulously crafted design does the exact opposite;"}, {"start": 871.0, "text": "it inspires confidence."}, {"start": 873.0, "text": "So, what are the actual ingredients to a well-crafted design?"}, {"start": 877.0, "text": "Just like in the real world, it starts with high-quality materials."}, {"start": 882.0, "text": "Beautiful fonts that look great across devices."}, {"start": 886.0, "text": "Thoughtful colors that adapt seamlessly across light and dark environments."}, {"start": 891.0, "text": "Clear graphics and iconography."}, {"start": 894.0, "text": "Responsive animations that feel fluid and provide immediate, natural feedback."}, {"start": 900.0, "text": "All built on a solid foundation of reliable and secure SDKs."}, {"start": 906.0, "text": "These are the details that matter."}, {"start": 909.0, "text": "But getting to that level of quality requires time."}, {"start": 912.0, "text": "Craft comes from iteration"}, {"start": 914.0, "text": "and making sure every last piece of your interface functions beautifully."}, {"start": 918.0, "text": "And this is a continual process."}, {"start": 921.0, "text": "A large part of craft, is how you maintain your design over time."}, {"start": 925.0, "text": "Great design has longevity, so keep evolving it."}, {"start": 928.0, "text": "When new features or hardware are introduced,"}, {"start": 931.0, "text": "explore whether they make sense for your experience."}, {"start": 934.0, "text": "When your product evolves with these changes,"}, {"start": 936.0, "text": "people feel supported and rewarded."}, {"start": 939.0, "text": "Craft is an uncompromising commitment to the details."}, {"start": 943.0, "text": "When you get those details right, people will know you care."}, {"start": 947.0, "text": "Finally, delight."}, {"start": 948.0, "text": "Delight is one of those things that's hard to define,"}, {"start": 951.0, "text": "but you instantly recognize it when you experience it."}, {"start": 954.0, "text": "Delightful interfaces are satisfying,"}, {"start": 957.0, "text": "enriching, and create a real emotional connection."}, {"start": 961.0, "text": "That connection starts when an experience feels human."}, {"start": 965.0, "text": "The way to make a design delightful isn't by adding confetti"}, {"start": 969.0, "text": "or tacking on extra flourishes at the end of your process."}, {"start": 973.0, "text": "You create a delightful interface"}, {"start": 975.0, "text": "by identifying the emotion you want your audience to feel."}, {"start": 978.0, "text": "Relaxed, confident, excited,"}, {"start": 981.0, "text": "and finding opportunities to reinforce that through your design."}, {"start": 984.0, "text": "Delight is the sum of the consideration you put into your product."}, {"start": 989.0, "text": "It's the natural result of getting all the design principles right."}, {"start": 994.0, "text": "Because when you design with intention and care..."}, {"start": 997.0, "text": "...when you give people the agency to act, the safety to explore,"}, {"start": 1001.0, "text": "the comfort of familiar patterns, and the ability to make it their own..."}, {"start": 1005.0, "text": "...you create an experience that's a true joy to use."}, {"start": 1010.0, "text": "And now it's your turn!"}, {"start": 1012.0, "text": "The Human Interface Guidelines"}, {"start": 1013.0, "text": "are the best resource to get started with designing for Apple platforms."}, {"start": 1018.0, "text": "And we've added a new design principles page, so you can learn more."}, {"start": 1022.0, "text": "Use these principles to guide your design,"}, {"start": 1025.0, "text": "and go make something that people really love."}]}