Nokia’s Design Insights from Apple’s iPod.

Before the iPhone, Nokia was analyzing Apple’s iPod and how it went from a cult status to a global icon. They wanted to know what was it, that drew people to a device that really only did one thing?

They knew the formula, and they spelled it out clearly in their presentation:

• core design team

• start with an idea for an unmet customer need

• drive innovation from imagining user’s experience

• define essentials for “insanely great”

• simplify to great lengths to hide complexity

• grow user involvement through evolution

Nokia dives into each of these topics in more detail, but I wanted to highlight what they said about the user experience:

Apple’s UI is superior to the competitions because it is easy to use, and it focuses on what is essential

“The vertical integration between iTunes and the iPod has been key to Apple’s success.

Because it owns all of it, Apple can control the user-experience from beginning to end.”

Apple has created a seamless user experience from opening the iPod box to purchasing songs.

Apple always launches products with content. The content is easy to find, load and play back.

Complexity is hidden, optimizing flow, integration of key use cases so a seamless user experience happens across applications while user performs user tasks.

Apple’s vertical integration, which is getting even deeper with its own established custom silicon and future Wi-Fi and 5G modems, will only strengthen their brand and the seamless integration between their hardware and software.

I’m not sure if a lot of the material in this presentation was distinctly Nokia’s analysis, or that of Leander Kahney. They used the cover art for his book, “The Cult of iPod,” as the image for their opening slide.