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If only they could describe their simple intuitive design goals, in simple intuitive language

> A material metaphor is the unifying theory of a rationalized space and a system of motion.

Apple isn't much better: https://developer.apple.com/library/ios/documentation/UserEx...

In both cases the idea is to obfuscate the complexity - remove it from the user's view to make it effortless. UX is not easy. What you are looking at is the "how," not the "what."

I really like: "Throughout, be prepared to defy precedent, question assumptions, and let a focus on content and functionality motivate every design decision."

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