PaulinaFilewska

= = Here, you will find weekly tutorial exercises. It will be updated weekly, so keep checking back. Enjoy.

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=**Week 10 **= **
 * Janine Benyus and the Biomimicry Institue and Guild
 * Read the article '[|Using Nature as a Design Guide]' about Janine Benyus, creator of the burgeoning "biomimicry" movement.**

Janine Benyus heads both the research nonprofit Biomimicry Institute and the for-profit innovation consultancy, the Biomimicry Guild, and her mission is to show engineers and designers how to translate those ideas into a corporate, commercial context. She is the author of 'Biomimicry: Innovation Inspired by Nature', published in 1997, which discusses how to re-design our interaction with nature by showing deep respect for the natural world as a mentor for our design strategies.


 * Look over examples of her biomimetic principles applied to products [|in the slideshow]and write a short, one paragraph synopsis for each of your three favourite product designs.**

More Information: Janine Benyus' [|TED Talk 12 Sustainable Design Ideas from Nature]

Echolocation: Sonar-Enabled Cane This product uses sonar technology to aid the blind with mobility. It sends out sound waves for the user providing tactile warnings of upcoming objects. It is actually a very interesting technology because it uses what we already have (a walking cane) and adds new advanced technologies for a much better user experience. Technologies are becoming so advanced that they are being to fill in the gap that still exists between disabilities.

Skeleton Key I love this bone furniture design because of its architectural design. It mimics the process by "which bones grow over"; it mimics bone structure. It has strong parts and offers support for the body as it was designed based on biomimicry (studied nature and models) with an architectural flare. This has lead to companies such as GM looking into implementing such technologies into their vehicles.

Scrubbing Bubbles: Low-Energy Carbon Sequestration This is a very exciting product as it focuses on our world and the environment, specifically our atmosphere and the ozone layer. The low-energy carbon sequestration mimics the "enzyme of mollusks to sequester CO2 from waste gases, converting it to nontoxic limestone powder". It stresses on how CO2 is great for plants, but dangerous for humans. This product creates a safer technology for both species. It works to better our world.

=Week 9=
 * Design as a Collaborative Process **

View the video of [|Bill Moggridge]. The founder of IDEO, at PICNIC08: Design as a Collaborative Process

(Hint: Bruce Mau's Massive Change web site also presents examples of these principles of using 'a shared mind'.)
 * D****escribe how he defines 'design as a collaborative process', and cite two examples of how creators involve the people they want to create for in their work, according to Bill Moggridge's lecture. Find an online examples of a product which utilizes his principles of collaborative design, add its URL, and describe its design in three sentences.**

Bill Moggridge, the founder of IDEO defines the concept of 'design as a collaborative process' as a way of working together, working with people. It is important to know what the customer wants and needs from his/her product. They want to focus on understanding people's intentions in a physical manner as well as the subjective perceptions and ideals. Moggridge points out three main aspects: practices and designs are changing (constantly, therefore we need to understand and explore things such as digital interactions, physical behaviours, physical objects, etc.,), changes in the context we design around, and we have to understand people. With technology, everything is connected toegther, it's time for us to design for interaction design and connectivity, and being able to actually experience the interaction as the user. Moggridge mentions that it is not simply knowing how something is but more so investigating how the product works best in its target environments. It's about making an 'ideal' product for specific needs. For example, when designing sunglasses, designers need to understand about people, their physical matter and size; how big their head is? How wide apart their eyes are positioned? Same thing with something like a comfortable chair; it is the designers goal to understand how the body works (physiology of the spine). One of the other examples Moggridge mentioned was the Cubicle for Dilbert, the ideal cubicle. Designers worked toegther to come up with different concepts and necessary elements for a personalized-revolutionary cubicle for every user.

=Week 8=
 * Human-centred Design Case Study of Cellphones in Developing Countries **

Read the online article '[|Can the Cellphone end Global Poverty?]' at very carefully.


 * In three paragraphs, **describe the role of Jan Chipcase in defining the role of cellphones in the developing world for Nokia,** and **the benefits of analyzing and defining cellphone use and design in different cultures as part of their market expansion.**

Jan Chipchase's role in defining the role of cellphones in the developing world for Nokia is to study human behavior, or he can also be called a user anthropologist. He studies people's lives to see how they behaviour and what habits/routines are common to their lives. He sends feedback to the company for designers, technologists and marketers. Chipchase tries to find ways and alternative features and functions that would help people use cellphones. His role surrounds human-centered design. It is quite clear that this kind of work is necessary since "68% of the world's mobile subscriptions were in developing countries" which means that people are interested in telecommunications. It is also proven that poor families spend significant amounts of money on information-communication technologies (buying cellphones and airtime). Some interesting tactics that Chipchase uses is allowing people to draw out their ideal cellphones to get ideas as to what people are looking for and features that would aid them (ie. GPS phone, mine-finder phone or the cheating boyfriend/husband detector phone). He also uses prototypes and through observational studies examines how people would use them (ie. wand-like phone worn on a rope). Getting to know people's needs and cultures helps companies such as Nokia with design and marketing. They want to find new target audiences to attract and reinvent the use of cellphones as they are already becoming pieces of our lives and pieces of our identities.

Cellphones play a huge role in the developing world as many alternative functions are derived from the product. Many things fall under themes such as weather conditions, use of phones based on different cultures, and conducting business on cellphones, the possibilities are endless. The cellphone creates opportunities for interaction and easy communication. It could also help reshape the global economy for those who do not have cellphones already as it will create a boost within the economy. It also affects "inclusive capitalism" where the economy grows because of commerce. With accessibility, people become more interested in the technology as it becomes more readily available to them. Although barriers do exist (reliable electricity) designers and technologists are creating new ways of eliminating such issues since they want people to have as much access as possible. Overall, the cellphones would "increase people's productivity and well-being".

Business and culture are two main components that affect developing countries. With the use of cellphones, people are able to check prices, therefore they can know what value their products have (ie. farmer's produce). It also benefits people because it gives them an identity since they have a contact number, through this people can customers, clients, employers can contact them via cellphone number. People have said that "their income gets a big boost when they have access to a cellphone". Hence, it "empowers individuals by encouraging entrepreneurship", therefore now people are not feed money to the governments but rather to each other promoting business. Another way to capitalize on the use of cellphones is to use them for other functions such as village phone operators or to store cash credits transferred for phone to phone, to pay people through phone functions, online/phone banking. People can utilize different functions since they have interconnectivity between one another. It creates a connected community as everyone helps each other. Another bonus is SMS or text messaging allows people to receive reminders and viable information (reminders of medications, anonymous questions on subjects like AIDS or STDs directed to health experts). We don't think it but people are technologically literate, they just need to be able to have access to the product (ie. Monks in Mongolia). As mentioned earlier, cellphones allow communication and they can help communicate between towns (doctors, hospitals). Nokia is currently working on features that allow for multiple address books for up-to seven users. As well they are looking into powering cellphones through solar powered kiosks which allow for more interaction and village community work. Individuals can create small incomes from charging phones or helping connect with multiple individuals using only 1 cellphone. Therefore, people like Jan Chipchase are very crucial because they offer incites into the lives we do not know. He offers observational feedback that we would not even consider to use. Anything like changing small physical features of cellphones (adding a hook to hand the phone high from monsoons or making them float) to examining ways in which various individuals use the product to make it more advantageous and find multiple uses out of it. Cellphones might one day be something we literally can not live without.

__ Corbett, Sara. Cellphones -Third World and Developing Nations __. 1 3 Apr. 2008. The New York Times. .

=Week 7=
 * Interaction Architecture and Designing a Questionnaire **


 * Write a description of interaction architecture** as defined by [|Mat Hunter] and [|Rikako Sakai] **in relation to their work with Kodak in 1995.**

In addition, as you will be creating a questionnaire for your major assignment, read [|this] article to help you formulate the question. //Write a paragraph each to define these terms.//**
 * How does the author define 'leading questions' and 'hypothetical question'?

Mat Hunter describes interaction architecture as an information architecture or a "series of rules that would allow the production of [... a] series [of cameras]". It is about creating (in the case of the digital camera) a prototype and gathering data. WIth the digital camera, Hunter explains they wanted to create a "user experience prototype" that allowed the users to interact with the product; review images, delete them, send them across the room. It was a chance for people to explore the features and functions of the prototype as well as experience how it felt. Rikako helped invent the 'PhotoStitch' feature where multiple images can be "stitched" together into one large image. Rikako noticed that versions 1 and 2 had many problems because the "structure was not visible to the user". There were too many steps involved. To help her discover how she could change the process, she observed how people interacted with the current versions. THis is how she came up with the idea of created an interface (instead of tabs for the images) where she used animation to demonstrate the processes of 'stitching'.

A leading question "is one that forces or implies a certain type of answer". This means that the participant is forced to answer the question, whether it is a response, within a range or choice (ie. multiple choice), or a Yes/No format. This type of question encourages and looks for a desired answer, therefore it leads the participant into a decision. It leads into a suggested answer. For example, "You were at the club last night, weren't you?" A hypothetical question is a question based on "fantasy". It forces the participant to provide an answer but it doesn't have to be based on any facts or opinions. It allows the participant to use their imagination and come up with an answer. They are based on a hypothesis or an idea or presumption, therefore these kinds of questions are good for something like brainstorming. For example, "Do you think it will rain tomorrow?"

Questionnaire Design. 1997. .

=Week 6=
 * Three Phases for the Adoption of a Technology **

In the interview with [|David Liddle], he defines three stages for the adoption of a new technology.


 * What are his definitions for these three stages of adoption,** and **how did he apply them to his case study of a camera? Write one clear paragraph for each of his definitions, listing their attributes in relation to the development of the camera. Can you think of another consumer product which has undergone similar developments? Name it.**

The adoption of a new technology goes through a three stage process: the enthusiat stage, professional stage, and the consumer stage.

//Enthusiast stage//: This is the first stage of the process where the admirer loves and appreciates the product for its aesthetics. They enjoy the difficulty factor as it adds more fun. This stage idolizes "exploit me, look at my capabilities". The 35mm film cameras in the 50s relate to this stage because they were so intricate to use that it required skills and time to learn how to operate it.

Once enough enthuiasts learned/admired the technology, they began to find practical uses for it, ways to aid them at work. Thus the second stage emerged. //Professional stage//: This is where the technology is stabilized for usability at work. The enthusiasts think that because they love the technology so much, they can explore its productivity, and look at ways where it could change their activities. It is a way to bring in the technology to work. The 35mm film cameras went from expensive exotic to being used professionally.

Finally, when there is enough volume build up around the technology, it is implemented into the final stage of consumption. //Consumer stage//: This is the stage where a price point is created from a consumer stand point. The technology is now more practical for consumers to buy and less expensive. As well important controls become automatic. This is the stage where the product want to be enjoyed, it wants to fit into people's lifestyles. Cameras now a days, are much more affordable and more practical for all users as they come with automatic features (ie. automatic vs. manual adjustments),

Another consumer product that has undergone similar developments would be computers.

__ David Liddle __. 2003. Designing Interactions. .

=Week 5=
 *  Bodystorming **

As part of 'Experience Prototyping', bodystorming has been developed as a method of enquiry for interactive design.
 * Research the definition of 'bodystorming', and write a paragraph describing its characteristics.**

After viewing the video '[|Part 1: Bodystorming Experiencing a Disability]' ***describe the information revealed to the researchers in the three different case studies for one paragraph each**. //You should have a total of four paragraphs for this tutorial.//

"Bodystorming" is about "the transformation of abstract ideas and concepts into physical experiences". It allos us to explore different ideas and develop a relationship through a trial and error process. It also tests the qualities of ideas and concepts through relationships with physical settings and technologies.

Disability #1 dealt with a female who was visually impaired, blindness. In her case, she relied on her other sense (as they were enhanced) as well as a walking stick to guide her through the decisions she made. For example, when crossing the street and coming to a set of stairs, she would cope by counting her steps as she mentally mapped out the environment around her. She would 'record' the information in her mind. To aid her, she also used multi-sensorial approaches to get around (ie. at the elevator she used her sense of touch to figure out correct buttons -relied on sounds and textures).

Disability #2 related to comprehension as it focused on a male subject who had attention deficit disorder (ADD). His task was to correctly recite telephone numbers while solving math problems. However, his attempts were not successful as the two activities caused frustrations. To solve this issue, research show that activities need to be enjoyable but at the same time challenging. Also, a clear narration needs to exist to improve user's attention.

Disability #3 examines motor skills, specifically chronic arthritis. The male subject feared injury as he could not move his hand or fingers freely. Because of this, he utilized more energy causing his body temperature to increase as well as anxiety levels. If tangible objects were constructed with safe materials and accessible routes existed, it would decrease fear and anxiety. Moreso, participants would increase and empower the user creating more opportunities for interaction.

"Proboscis." Bodystorming experiences. 2007. Proboscis. 

=Week 4= **Story of Stuff **

The '[|Story of Stuff]' with Annie Leonard is a cultural and educational phenomenon and has had over 4 million viewers.


 * Write three paragraphs on how Annie Leonard defines the system on the 'material economy' and describe its interactions.**

The "Story of Stuff" by Annie Leonard explains how all of our 'stuff' is affecting our world; how we are "bumping up against limits", "trashing our planet", and "running out of resources" but most of all how it is affecting the "people" and our planet (Leonard). It is the process of "materials economy" (Leonard). She goes on to explain how we are in a crisis because of all the things we are consuming day in and day out. //Consumption// - "The average U.S person consumes twice as much as they did 50 years ago" and it is all because of this whole consumer system which we have "designed" ourselves through the constant need and production of "stuff" (Leonard). Leonard points out that "99 percent of the stuff we run through this system is trashed within 6 months" which is quite interesting because if we think about it everything we buy is outdated 6 months later (if that!). For example, I bought a Mac computer in 2007 and within a few months, Apple had released a new operating system. Then, 1 year later in 2008, they released the new version of laptop computers. So what am I suppose to do now? Follow the trend only to catch up with the latest product to look cool? //Distribution -// It links back to what Leonard said about planned obsolescence and perceived obsolescence; things are "design for the dump" (designed to be as useless as possible) and "change the way stuff looks" (in this case my laptop computer which the new version now has curved edges and a black trimming, along with some other benefits). But does this mean that my computer is not good anymore? I think not (Leonard). The new one might be more interesting because I am used to the one I have but the "old" one is perfectly useful and still very sleek looking. Leonard goes on to talk about our national happiness and how even though we have so much stuff, "our national happiness is actually declining". We are constantly bombarded by advertisement, about 3,000 every day, that means that we are told several times a day that what we have at home, the clothes we are wearing, the cars we are driving are not good enough and we need to buy new ones to be happy (Leonard). It is an obsession with fitting in and keeping up with the trends. But with all the time we spend at work and school, we don't have the time to truly be happy because we don't have any time to spend with the people that make us truly happy: "family, friends, leisure time" (Leonard). All we want to do is work, so that we can consume things to 'potentially' make us happier. It is like a routine, we get up, go to work, come home all the while getting targeted by advertisements to buy newer and better things, then think what we should spend our hard earned money on.

Another interesting thing that stood out for me is the fact that we embed so many toxins into our world, "toxins in, toxins out" (Leonard). There are over "100, 000 synthetic chemicals in commerce today" and we don't even know the effects that half of them have on us, nevertheless when all of them mix together (Leonard). We mix natural resources and toxins to create these products that we consume, which pretty much starts to kill our bodies and our world all at the same time just because we want something newer and better. Babies most effected by toxins from breast-feeding from their mothers (Leonard). They rely on their mothers for food and care yet because of all the toxins in our food, products and our air, these babies are not getting the what they need; they are "getting their highest lifetime dose of chemicals" (Leonard). Something as simple as incinerators (that are suppose to be helping get rid of the waste around us) are creating toxins and polluting our world more and more (Leonard). We have to stop burning trash and we can eliminate a man man-made toxin -dioxin (Leonard). Instead of killing our world, we need to pay attention to the methods we are using to try to save it.

Going green is a huge trend right now. Although there is a lot of people who are working toward making our world a better place, we need to take into consideration the ones that are harming it. We can just say change a light bulb or go recycle, yes, those things do help but we need to look into the linear system that is working on our finite planet (Leonard). It is not as easy as it sounds. This "linear" system has been working for hundreds of years and people cannot just say we need a change, we need something to replace this system, something to continue working effectively while we try to make a change. "In the past three decades alone, one-third of the planet's natural resources base have been consumed", "forty percent of waterways in the US have become undrinkable", "each person in the United States makes 4 1/2 pounds of garbage a day. That is twice what we each made thirty years ago" (Leonard). I think it is time we started making bigger and better changes, not only to save us and future generations but to save our world. We only have one.

__ The Story of Stuff with Annie Leonard __. Free Range Studios. 2007 .

=Week 3= **Design For the Other 90% at the Copper Hewitt Museum **

'[|Design for the Other 90%]' is an exhibition showing low-cost design solutions for the 5.8 billion living in poverty, and analyzes thirty humanitarian design projects, which address basic needs in the areas of shelter, health, water, education, energy and transport. (The web site for this exhibition won a //Webby// - one of the highest honours on the web - for its groundbreaking design and content.)
 * Choose a country on the web site's map, and through the description of the products designed for that country.**
 * List five characteristics of socially responsible product design.**

Country: **Africa** Product: //LifeStraw// (produced by Vestergaard Frandsen)

Five characteristics: 1. **Health aspect**: This is an important social responsibility when it comes to //LifeStraw// because it is a "personal mobile water-purification tool [that] turns surface water into drinking water" (VF). This allows people in countries like Ghana, Nigeria, Pakistan and Uganda to consume safe drinking water without the risk of infection through waterborne diseases (VF). //LifeStraw// can also increase the quality of the water resource because it can be used to survive rather than harm.

2. **Innovation/Technological aspect**: This aspect creates new methods and means which allow people to use their resources to aid their survival. //LifeStraw// is a practical and easy-to-use product; it will change the way people live because of its positive benefits.

3. **Economic aspect**: New products usually create new jobs; they are needed in different regions especially now a days. Also, it allows the communities to help one another making them healthier and more stable. The economy will benefit from these water purifiers because people will notice the difference they make in different localities. //LifeStraw// is available for sales, therefore money will be flowing through the economy creating income.

4. **Environmental aspect**: //LifeStraw// is an environmentally-friendly tool. It does not use any electrical power or any new parts for the lifetime of the product (VF). The estimated lifetime of the product is 3 years (VF). //LifeStraw// cleans the water around the community while helping prevent 99% of waterborne diseases and removing 99.99% of waterborne bacteria (VF).

5. **Social inclusion**: This aspect will reduce discrimination against third-world countries and can potential aid in greater help. To introduce these tools into a society shows that people are recognizing the need to help and educate inhabitants of ways to survive. Tools such as //LifeStraw// could aid drastically and change the way people live. It can bring together more people, potentially creating communities who help out one another.

__LifeStraw®__. Vestergaard Frandsen. 

=Week 2= **Examples of Ergonomics, Task Analysis and Seven Case Studies **


 * List the three definitions of 'ergonomics'.**

//Physical ergonomics:// is a scientific discipline concerned with physical activity (ie. human anatomy, biomechanics). Related elements are: posture, repetitive movements, and safety and health.

//Cognitive ergonomics:// is a scientific discipline concerned with mental processes (ie. memory, motor response). Related elements are: skilled performances, human-system design, and mental workload.

//Organisational ergonomics:// is a scientific discipline concerned with the optimisation of sociotechnical systems including organisational structures, policies, and processes. Related elements are: communication, cooperative work, and crew resource management.

Choose one of the case studies, and ass additional recommendation to one of them in step two as 'advice'.**
 * Read each of the task analyses and [|case studies]

Case Study #7: Truck Operators

Issue: A transport company noticed many drivers reporting chronic neck and shoulder discomfort and some reported wrist pain after operating a particular vehicle.

Step Two: Advice Additional tip #5. Installing adjustable neck rests (similar to the ones in automobiles but more ergonomically enhanced). Situated on a vertical plane, the driver can sit back comfortably and relax by placing their head into a cushioned and adjustable rest providing protection from discomfort in long time periods of driving.


 * Find an example of a product which is ergonomically sound, and add a link to an article about this product.**

Ergonomic product: [|Ergonomic mouse by 3M]

__Definitions.__ Human Factors and Ergonomics Society of Australia Inc. 2009. <http://www.ergonomics.org.au/ergonomics/definitions.html> __Case Studies__. Human Factors and Ergonomics Society of Australia Inc. 2009. <http://www.ergonomics.org.au/ergonomics/case_studies.html>

=Week 1= **<span style="color: rgb(21, 138, 56);">Articles on the design and designer behind the iPod, Jonathan Ive **

[|Inside the Apple iPod Design Triumph]
 * Describe the unusual business model used in the iPod's fabrication as developed by Apple.**

I was probably still listening to my CD player when Apple released its iPod, October 2001. However, Apple used some unusual business models in the fabrication of the device. "Turns out that much of the underlying iPod design was performed by outside companies" (Sherman). Apple depended on third-party companies such as PortalPlayer ("yielded the highest quality of sound") and relied on their "reference design" (Sherman). The companies became design chain partners and Apple held privacy agreements to keep companies silenced about their designs and new products, which makes sense (Sherman). Another unusual model that Apple used was producing the design from outside in which means they would be focusing primarily on its physical design (Sherman). However, "using a platform like PortalPlayer", (PortalPlayer designs systems and verifies chip designs) Apple did not have too much to worry about (Sherman). However, throughout the design, Apple did "not use ASIC or other custom chip(s) to integrate all the functions it needed onto one piece of silicon, which would have...saved space and battery life", this makes me question why Apple would such tactics since they provide their users with chargers to continue usage (Sherman). Nevertheless, by giving the "development platform" to another company, Apple focused "on its true genius for form factors and user interfaces" (Sherman).

[|Jonathan Ive at Design Museum]
 * What distinguishes the work of the team of Jobs and Ive in relation to products designed by Apple? What new materials are enabling different design?**

The work that Jobs and Ive do in relation to the Apple products does separate them from their competition. After his return, Jobs re-established the core values back into the company, Apple aspired for a clear direction based on design and innovation to indicate the need to be different. In relation to the design procedures, Ive and his team apple the "same lateral thinking and passionate attention to detail to the development of equally innovative new products" (Design Museum). The design is "massively reliant on the commitment of lots of different teams to solve the same problems and on sharing the same goals" (Design Museum). Therefore, if everyone shares the same goals, their is more cooperation and teamwork producing better results. Apple pays "obsessive attention to details" because they believe that even the smallest design function can make the biggest difference for the user. There is an automatic connection between product and user when the product and user when he product's defining qualities are based on ease and simplicity (i. handle on the iMac; less exclusive and more accessible). New materials enable different design such as twin shooting materials (used in the iPod) that mold plastics together or two metals providing a different range of functionalities. Also, polymer advances "create composites to meet very specific functional goals and requirements" (Design Museum). All in all, this allows designers to use plastic in new ways. "Being superficially different is the goal of so many of the products we see. A preoccupation with differentiation is the concern of many corporations rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better -Jonathan Ive" (Design Museum).

//[|Who is Jonathan Ive?]An in-depth look at the man behind Apple's design magic//
 * Describe the importance of Apple's design team. Are other companies trying to compete with Apple by creating their own design teams?**

Apple's design team is what makes the company so unique. First, Ive's explains the importance of a team. The small team works "passionately" together as they focus "on what is important and limiting the number of projects" (Burrows). It is important for the team to be on the same page so that they can function better as a whole. The team spends lots of time together, from having dinners to taking field trips (Burrows). "They work together in a large open studio with little personal space but great privacy" (Burrows). It is important for the team to get along and be able o work as intimately as possible, so they can understand each other better which it comes to bigger decisions. There are no egos involved which allows everyone to feel at ease, and feel like part of the team -a group effort. The thing that sets apart Apple from the competitors such as Dell, Hewlett-Packard, and Microsoft, is the fact that whole companies are pinching for pennies, Apple takes this time to perfect "its design game", they waste no time (Burrows). Apple basis its designs on plenty of trial and error, therefore, if they don't get it right, they innovate again until they do (Burrows). Apple has a "fit and finish" tactic where all of their tiny product development decisions usually lead to impressed users (Burrows). For all the other companies who are trying to get ahead of Apple, this is unfortunately impossible; Apple is just so far ahead of the game. "Apple is a cult, and Apple's design team is even more intense version of a cult,...actually, it's not a big cult --just a dozen people or so. But they operate at an extremely high level, both individually and as a group" (Burrows).

Sherman, Erik. Inside the Apple iPod Design Triumph. <http://www.designchain.com/testprint.asp?issue=summer02&template=coverstory> Jonathan Ive -Celebrating 25 Years of Design. 2007. Design Museum. <http://www.designmuseum.org/design/jonathan-ive> Burrows, Peter. 2006. Who is Jonathan Ive? <http://www.businessweek.com/magazine/content/06_39/b4002414.htm>

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