Online though, it’s much more important that you nail the user experience—the way people feel when they do something. And it’s something that I've been thinking about a lot, and I go from one side to the other—can an experience be designed? One day I might say yes, another day I might say no. It's impossible to pre-define how somebody will experience Writer for iPad or Writer for Mac. It's impossible to design someone else's experience, but if you yourself have experience with testing stuff, if you have experience with other users experience, you have a better feeling for what you need to do to have a certain consistent experience where most people will feel pretty much like you do. Oliver Reichenstein.