Kocienda, who joined Apple in 2001 and spent 15 years with the company, identifies seven "elements" he deems essential to Apple's success in software development, including inspiration, collaboration, craft, diligence, decisiveness, taste, and empathy. He delves a bit into how each of these elements contributes toward Apple's relentless pursuit of innovative ideas and solutions that end up being intuitive and useful to Apple's customers.
The process of creative selection is the overarching strategy for Apple's engineers, with small teams highly focused on rapid-fire demos of their work that allow the engineers to quickly iterate on their ideas and designs, saving the best elements of each iteration to rapidly reach levels of refinement required for Apple's final product releases.
Back in 2001, Kocienda was part of a team from former Apple engineer Andy Hertzfeld's software company Eazel that went defunct. Following Eazel's shutdown, Kocienda and Don Melton were hired on at Apple to develop Safari for Mac, and a number of other Eazel engineers ultimately joined them on the project. But in the first days of Apple's web browser project, it was Kocienda and Melton who got the ball rolling by trying to figure out how to port Mozilla to Mac OS X.
In Creative Selection, Kocienda spends several chapters walking through those difficult first steps, the inspiration of Richard Williamson to build Safari based on the lean and nimble Konqueror browser rather than Mozilla, and the Safari team's relentless effort toward building out a working web browser with an obsessive focus on speed.
Once Safari launched, Kocienda shifted to a project to bring WebKit-based rich email editing to Apple's Mail app, and he details the lengths he went to in order to make insertion point cursor placement behave properly, a feature that's more complicated than one might think.
Following a brief stint as a manager of Apple's Sync Services team for cloud data synchronization in which he found the job wasn't for him, Kocienda in mid-2005 boldly threatened to quit and perhaps move to Google if he couldn't be switched to a new role on the "new super-secret project" that was rumored within the company. He soon found himself interviewing with Scott Forstall, who invited him to join Project Purple, the effort to build the iPhone.
Kocienda's key contribution to Project Purple was the development of the autocorrect keyboard, and he walks through Apple's early efforts to figure out how a keyboard could work on the small screen of the iPhone. As the keyboard quickly became a roadblock for the iPhone's software design, the entire fifteen-person team was tasked with developing concepts. In demos for Forstall, Kocienda's early idea of large keys preserving the QWERTY layout but with multiple letters per key and a dictionary used to predict which word the user was trying to type won out and he was placed in charge of keyboard development.
That was of course just the start of the keyboard project for Kocienda, and he walks through the evolution of the design, the trials and tribulations of building a comprehensive dictionary to drive the autocorrect functionality, and the decision to ultimately go back to single-letter keys with algorithms for key prediction and autocorrect.
Through all of this, Kocienda had never seen the design of the actual iPhone, as hardware design was completely separate from software and his team had been using "Wallaby" prototype devices tethered to Macs as their software development and testing platforms. It wasn't until late 2006 that Kocienda got his first look at the actual iPhone Steve Jobs would show off just a few weeks later at Macworld Expo.
Kocienda never had the opportunity to demo any of his iPhone work directly to Steve Jobs, but he did get that chance several times during his subsequent work on the iPad's software keyboard. Kocienda shares the experience of that demo in the very first chapter of his book, describing how he was initially planning to offer users the ability to choose between a Mac-like keyboard layout with smaller keys and a scaled-up iPhone-like keyboard with larger keys more similar in size to physical keys.
Overall, Creative Selection is a worthy read, focusing on a few detailed anecdotes that provide a terrific inside look at Apple's design process. Given Apple's size and the way the company compartmentalizes its projects, Kocienda doesn't necessarily have a high-level view of things, but he does a good job drawing on his experiences to discuss his individual philosophy and that of the teams he worked with, extrapolating that to the unspoken criteria used across the company to drive the creative selection process that has yielded the products and features we've all come to know.
Creative Selection is available now from Amazon, the iBooks Store, and other retailers.
Article Link: 'Creative Selection' Offers a Behind-the-Scenes Look Into Some Key Moments in Apple's Design History
