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- Let's review a case study,

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iPhone versus Blackberry.

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If anyone had told Blackberry

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users in 2005 or 2007

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that in 10 years,

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a mobile phone would
have one primary button,

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they would have never believed it.

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In the early 2000s,

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the more buttons on a mobile phone,

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actually, any device,

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the more complicated,

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and hence more sophisticated,

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it was considered.

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If anyone asked users at this time

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how they would like to

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see the new mobile phone model,

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they would have wanted
more buttons, not fewer.

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So what happened?

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Did users ask for a simplistic design?

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No, they wanted additional functionality.

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Was it the smartphone market

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and the intense competition
from cheaper brand?

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No, that was still not the case.

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So what happened then?

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When Apple released the iPhone in 2007,

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Microsoft CEO Steve Ballmer

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laughed at its chances,

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but apps, the ease of
creation, ease of use,

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unlimited functionality

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and full extensibility,

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along with simplistic user experience,

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literally killed Blackberry.

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No one could believe it at that time.

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The only way to predict this

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was to come up with a solution

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and validate it with customers

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through early prototyping
and customer feedback.

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In one of the most groundbreaking

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announcements of the 21st century,

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Steve Jobs introduced

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the iPhone in 2007,

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as a combination of
three separate devices,

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which has before been imagined

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as one single device.

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And customers loved it.

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Even though the 2007 version

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of the iPhone had 3 1/2-inch diagonal

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screen with subpar resolution

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and was not, by far,

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the most reliable device to use,

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it stood out as a truly

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revolutionary product.

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So, how did Steve Jobs know

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that customers would love it?

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You may think he was a

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product visionary and a genius.

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Well, maybe, but besides this vision

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and his ability to put

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himself in his customers' shoes,

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Steve Jobs conducted intense validation

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through prototyping and
early user research,

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and all this allowed
him to shape the model

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in such a way that it

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immediately met customer needs.

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It may be hard to believe now

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that the touchless device

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that blew everyone's minds

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didn't come about so easily.

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The iPhone was the result of

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years of hard work by

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Apple's industrial designers.

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They built a large number

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of prototypes and CAD designs,

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and ran hundreds of design sprints

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in their quest to produce

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their ultimate smartphone.

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Multiple prototypes were created,

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and multiple prototypes failed

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as a result of customer research

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over three years of an intense

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discovery process that

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led to iPhone creation.