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Jeff Fong

Airports may be frustrating, but give them this: "The signage is so clean, pure, and direct, it helps you navigate a very complicated environment," Jeff Fong says. "I wondered, Can we apply that same approach to designing our user interface?" His team culled photos from London's Heathrow and designed the smartphone's software--with its animated, colored tiles, and straightforward imagery--based on the signs' typography and simplicity.