The design process used by Apple’s chief designer, Johnathan Ive

The 37signals blog Signal vs. Noise mentions a Business Week article [update: the article can now be accessed here] on Johnathan Ive “the man behind Apple’s design magic.” The article says:

His design process revolves around intense iteration — making and remaking models to visualize new concepts. “One of the hallmarks of the team I think is this sense of looking to be wrong,” said Ive at Radical Craft. “It’s the inquisitiveness, the sense of exploration. It’s about being excited to be wrong because then you’ve discovered something new.”

And the referring (Signal vs. Noise) post says:

Getting Real is all about iterations too. “Be excited to be wrong because then you’ve discovered something new” is a neat way to put it (btw, so is Fail early, fail often).

So lots of trying things out and revision, always trying to find where things could be improved.