ISABELLE OLSSON: [? Ovah ?] came up to me

and he said, just make it comfortable and beautiful.

It freaked me out a little bit, because what

they showed me was this.

I thought, I have a big challenge in front of me.

For me, the most important thing was,

how can we really reduce this to its very essence?

And everything that's not necessary goes away.

This is really high tech, but my biggest goal

was to make it look simple.

When you have a very big problem to solve,

you need to find a couple of ideas,

and then really make them shine.

We had the optics that was this, and then we

had a big board like this.

And I couldn't stand the idea of some weird transition.

I came up with the idea of hiding

the board behind the frame.

So from this view, it looks like, here's the frame,

and here's this thing, and it's separated and it's clean.

But the board actually goes all the way to up to this edge.

This was such a simple idea, but it kind of defined the product.

The second thing was be really, really light.

One of the goals was this needs to weigh less than 65 grams.

And I was like, that's impossible.

These were 150 grams-- and I'm obsessed with weight by now.

I'll always have a little scale on my desk.

And as soon as we have a new prototype, I put it there.

And it's like Christmas every time,

because the weight keeps on reducing.

The latest prototype weighs 43 grams.

The Nexus phone is actually heavier than three of these.

The most important part of designing is prototype.

This one was before my time, but-- yeah.

I mean, I don't know.

After I had done the design, I came up

to one of the software engineers and showed it to him,

and he was like, no way.

Now I need to program, because I want

to make an experience as beautiful as this.

It's not only the device.

People charge the device.

How is that experience?

You want to take it with you.

Well, you need a case for that.

How does all those things come together?

We focus on trying to solve problems and always simplify.

And then, in the end, you can get somewhere.

But I think the most important thing is just

not to feel overwhelmed.

Because if you really are trying to do something new,

it's going to be really, really, really, hard.

One of the most important things when

designing completely new products that people have never

seen before is, is this really needed?

Is this button really needed?

If you make it work with the bare minimum, you're golden.

That's what you have to do.

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