The document discusses key design decisions for iPhone applications. It emphasizes that design involves making choices and finding focus. It outlines three types of apps: productivity, utility, and immersive. It also covers important design elements like navigation, displaying content, and getting user attention through alerts, sheets and modals. The document stresses sketching multiple ideas and implementing the minimum viable product to start.

1. DESIGN DECISIONS
F O R I P H O N E A P P L I C AT I O N S

2. WHY ARE WE HERE?

3. DESIGN IS CHOICE

4. DESIGN IS CHOICE

5. DESIGN IS CHOICE

6. F I R S T I T WA S W E B S I T E S

7. ONLINE STORES

8. WEB “2.0”

9. FA C E B O O K A P P S

10. AND NOW IPHONE APPS

11. “The ones who gained profit during the gold rush were
those who had made informed moves and stuck to
the business principles of mining”
— 1878 Gold rush report

12. N O W, O N T O D E S I G N

13. DESIGN IS CHOICE

14. Carrier 12:34 PM
Web Page Title
http://host.domain.tld
320 x 480
Vertical Resolution

15. DESIGN IS DESTRUCTIVE

18. GOOD DESIGNERS MAKE CHOICES

19. “Looking back, I’m
proudest of the things
we didn’t do” — Steve Jobs

20. TOUGH QUESTIONS FIRST

21. SIGNIFICANCE
TIME

22. F I R S T, F I N D Y O U R F O C U S

23. TWITTER SPORTS MUSIC
PHOTOS GAMES
RSS
VIDEO
C H AT FIND YOUR FOCUS
FINDER MOVIES
SMS
FA C E B O O K CONVERTER
W E AT H E R

24. FIND YOUR FOCUS

25. MAKING CHOICES

26. NEXT DECISION: “TYPE” OF APP

27. 3 A P P L I C AT I O N “ T Y P E S ”

28. Carrier 12:34 PM Carrier 12:34 PM
Web Page Title Web Page Title
http://host.domain.tld http://host.domain.tld
Vertical Resolution
Web Page Title
320 x 480
12:34 PM
320 x 480 320 x 480
http://host.domain.tld
Vertical Resolution Vertical Resolution
Carrier

29. Carrier 12:34 PM Carrier 12:34 PM
Web Page Title Web Page Title
http://host.domain.tld http://host.domain.tld
Vertical Resolution
Web Page Title
320 x 480
12:34 PM
320 x 480 320 x 480
http://host.domain.tld
Vertical Resolution Vertical Resolution
Carrier
PRODUCTIVITY UTILITY IMMERSIVE

30. CUSTOM UI
SOUND ENHANCED
V E RY V I S U A L
ACCELEROMETER NO TEXT
IMMERSIVE
FULL SCREEN
NON-WORKFLOW
VIDEO CAMERA
LANDSCAPE
E N T E R TA I N M E N T
C O M PA S S

31. Carrier 12:34 PM
Web Page Title
http://host.domain.tld
320 x 480
Vertical Resolution
Kerry 1-3 Armagh 0-6

32. S I M P L E S I N G L E TA S K
MINIMAL INPUT
R E G U L A R LY
CONFIGURED
UTILITY
V I S U A L LY
C O M M O N V I E W, AT T R A C T I V E
D I F F E R E N T D ATA

33. 0-3 1-3
Kerry Tyrone
Cooper (0-2) Smith (1-0)
Donohue (0-1) Kelly (0-1)
Duffy (0-1)
Keenan (0-1)
Donohue
Time:14:23

34. TA S K F O C U S S E D
STREAMLINED
DRILL DOWN
PRODUCTIVITY
MINIMAL
HIERARCHICAL
UNCLUTTERED
PA R T O F P H O N E

35. Leinster
Dublin
Meath
West Meath
Wicklow
Wexford
Carlow
Kildare
Kilkenny
Laois
Louth
Item

36. Leinster Leinster Dublin
Dublin
Alan Brogan (30)
Meath
Bernard Brogan (10)
West Meath
Wicklow Mark Vaughn (10)
Wexford
Jason Sherlock (10)
Carlow
Kildare
Kilkenny
Laois
Louth
Item

37. Leinster Leinster Dublin Dublin Alan Brogan
Dublin
Alan Brogan (30) Forward (Dublin)
Meath
Club: St. Plunketts
Bernard Brogan (10)
West Meath
Games 411
Wicklow Mark Vaughn (10)
Career Total 88 - 950
Wexford
Jason Sherlock (10)
Discipline 45 6
Carlow
Kildare
Edit Favourite
Kilkenny
Laois
Louth
Item

38. T H I S I S A N I M P O R TA N T C H O I C E

39. THE TOOLS OF THE TRADE

40. Carrier 12:34 PM
S TAT U S B A R
Back Title N AV B A R ( D R I L L D O W N , E T C . )
TA B B A R ( P E R S P E C T I V E S )
Item

41. Carrier 12:34 PM
S TAT U S B A R
Back Button
Web Page Title
Pane Label Button N AV B A R ( D R I L L D O W N , E T C . )
http://host.domain.tld
320 x 480
Vertical Resolution
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit. Aenean consectetuer. TA B B A R ( A C T I O N S )

42. G E T T I N G AT T E N T I O N

43. MODAL ACTION SHEET ALERT
Cancel Touch to Edit Dublin Alan Brogan Dublin Alan Brogan
Forward (Dublin) Forward (Dublin) Forward (Dublin)
Club: St. Plunketts Club: St. Plunketts Club: St. Plunketts
Games Games 411 Games 411
Are you sure?
Career Total 88 - 950 Career Total 88 - 950 Career Total a player will result in your
Editing 88 - 950
account being flagged for moderation
Discipline 45 6 Discipline 45 6 Discipline 45 6
Cancel Edit
Edit Favourite
Add to Favourites Edit Favourite
Add to Favourites Edit Favourite
View Player Popularity View Player Popularity
Cancel Cancel

44. D I S P L AY I N G C O N T E N T

45. I N D E X E D TA B L E I M A G E TA B L E GROUPED LIST
D Leinster Dublin Dublin Alan Brogan
A
Derry B Alan Brogan (30) Forward (Dublin)
C
D
Donegal E Club: St. Plunketts
F Bernard Brogan (10)
G
Down H
I
Games 411
J Mark Vaughn (10)
Dublin K
L
M Career Total 88 - 950
F
Wexford N Jason Sherlock (10)
O
P Discipline 45 6
Fermanagh Q
R
S
Kildare T
G U Edit Favourite
V
W
Galway X
Y
Z
K
Laois #
Louth
Item

46. THE UI GUIDELINES

49. APPLE CARE ABOUT UI :)

50. GETTING GOING

51. SKETCH 5 IDEAS PER DECISION

52. Code first, think about it later

55. W H AT I S A S K E T C H

56. QUICK

57. INEXPENSIVE

58. C L E A R V O C A B U L A RY

59. M I N I M A L D E TA I L

60. A P P R O P R I AT E D E G R E E O F F I D E L I T Y

61. HOW TO SKETCH

67. Y O U H AV E T O S K E T C H

68. THIS AIN’T WEB DEVELOPMENT

69. “Figure out the absolute least you need to do to
implement the idea, do just that, and then polish the
hell out of the experience” — John Gruber

70. DESIGN IS CHOICE

71. @ D E S T R AY N O R
D E S AT C O N T R A S T D O T I E