Jef Raskin

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Raskin first met Apple Computer co-founders Steve Jobs and Steve Wozniak in their garage workshop following the debut of their Apple II personal computer at the first West Coast Computer Faire. Jobs hired Raskin's company Bannister and Crun to write the Apple II BASIC Programming Manual. Raskin said "I was talking fifty dollars a page. They talked fifty dollars for the whole manual." Upon the Apple II unit with the serial number of "2", he reportedly wrote "a literate manual that became a standard for the young industry".: 108

In January 1978, Raskin joined Apple as Manager of Publications, the company's 31st employee. For some time he continued as Director of Publications and New Product Review, and also worked on packaging and other issues. He had concealed his degree in computer science, out of concern for cultural bias against academia among the hobby-driven personal computer industry. He explained, "If they had known ... they might not have let me in the company, because there was such an antiacademic bias in the early Apple days.": 108

From his responsibility for documentation and testing, Raskin had great influence on early engineering projects. Because the Apple II only displayed uppercase characters on a 40-column screen, his department used the Polymorphic Systems 8813 (an Intel-8080-based machine running a proprietary operating system called Exec) to write documentation; this spurred the development of an 80-column display card and a suitable text editor for the Apple II. His experiences testing Applesoft BASIC inspired him to design a competing product, called Notzo BASIC, which was never implemented. When Wozniak developed the first disk drives for the Apple II, Raskin went back to his contacts at UCSD and encouraged them to port the UCSD P-System operating system (incorporating a version of the Pascal programming language) to it, which Apple later licensed and shipped as Apple Pascal.

Through this time, Raskin continually wrote memos about how the personal computer could become a true consumer appliance. While the Apple III was under development in 1978 and '79, Raskin was lobbying for Apple to create a radically different kind of computer that was designed from the start to be easy to use. In Computers by the Millions, he stated that expandable computers like the Apple II were too complex, and development was difficult due to the unknown nature of the machine the program ran on. The machine he envisioned was very different from the Macintosh that was eventually released and had much more in common with PDAs than modern desktop-based machines.

Raskin started the Macintosh project in 1979 to implement some of these ideas. He later hired his former student Bill Atkinson from UCSD to work at Apple, along with Andy Hertzfeld and Burrell Smith from the Apple Service Department, which was located in the same building as the Publications Department. Secretly bypassing Jobs's ego and authority by continually securing permission and funding directly at the executive level, Raskin created and solely supervised the Macintosh project for approximately its first year. This included selecting the name of his favorite apple, writing the mission document The Book of Macintosh, securing office space, and recruiting and managing the original staff.: 111  Author Steven Levy said, "It was Raskin who provided the powerful vision of a computer whose legacy would be low cost, high utility, and a groundbreaking friendliness.": 122

The machine was similar in power to the Apple II and included a small 9-inch (230 mm) black-and-white character display built into a small case with a floppy disk. It was text only, as Raskin disliked the computer mouse or anything else that could take his hands from the keyboard.: 111  A number of basic applications were built into the machine, selectable by pressing function keys. The machine also included logic that would understand user intentions and switch programs dynamically. For instance, if the user simply started typing text it would switch into editor mode, and if they typed numbers it would switch to calculator mode. In many cases these switches would be largely invisible to the user.

In 1981, after the Apple Lisa team had "kicked him out", Steve Jobs's attention drew toward Raskin's Macintosh project, intending to marry the Xerox PARC-inspired GUI-based Lisa design to Raskin's appliance-computing, "computers-by-the-millions" concept. Steve Wozniak was on hiatus from the company following a traumatic airplane accident, allowing Jobs to take managerial lead over the project.

Raskin takes credit for being one of the first to introduce Jobs and the Lisa engineers to the PARC concepts, though he ultimately dismissed PARC's technology and opposed the use of computer mouse.: 110  Raskin also claims to have had continued direct input into the eventual Mac design, including the decision to use a one-button mouse as part of the Apple interface, a departure from the Xerox PARC's 3-button mouse. Others, including Larry Tesler, acknowledge his advocacy for a one-button mouse but say that it was a decision reached simultaneously by others at Apple who had a stronger say on the issue. Raskin later stated that were he to redesign the mouse it would have three clearly labeled buttons—two buttons on top marked "Select" and "Activate", and a "Grab" button on the side that could be used by squeezing the mouse. This description nearly fits the Apple Mighty Mouse (renamed "Apple Mouse" in 2009), first marketed in 2005. It has the three described buttons (two invisible), but they are assigned to different functions than Raskin specified for his own interface and can be customized.

In a 2005 interview, Macintosh project member Andy Hertzfeld relates an anecdote about Raskin's reputation for often inaccurately claiming to have invented various technologies. Raskin's resume from 2002 lends credence by stating he was "Creator of Macintosh computer at Apple Computer, Inc." Raskin did create and solely supervise the Macintosh project for approximately its first year;: 111  however, Hertzfeld describes Raskin's relationship to the drastically different finished Mac product more like that of an "eccentric great uncle" than its father. In Jobs's "Lost Interview" from 1996, he refers to the Macintosh as a product of team effort while acknowledging Raskin's early role. Jobs reportedly co-opted some of Raskin's leadership philosophies, such as when he wrote the slogan on the Macintosh group's easel, "It's better to be a pirate than to join the Navy.": 271

Apple acknowledged Raskin's role after he had left the company by giving him as a gift, the millionth Macintosh computer, with an engraved brass plaque on the front.

Raskin left Apple in 1982 and formed Information Appliance, Inc. to implement the concepts of his original Macintosh concept. The first product was the SwyftCard, a firmware card for the Apple II containing an integrated application suite, also released on a disk as SwyftWare. Information Appliance later developed the Swyft as a stand-alone laptop computer. Raskin licensed this design to Canon, which shipped a similar desktop product as the Canon Cat. Released in 1987, the unit had an innovative interface that attracted much interest but it did not become a commercial success. Raskin claimed that its failure was due in some part to Steve Jobs, who successfully pitched Canon on the NeXT Computer at about the same time. It has also been suggested that Canon canceled the Cat due to internal rivalries within its divisions. After running a cryptic full page advertisement in the "Wall Street Journal" that the "Canon Cat is coming" months before it was available, Canon failed to follow through, never airing the completed TV commercial when the Cat went on sale, only allowed the Cat to be sold by its typewriter sales people, and prevented Raskin from selling the Cat directly with a TV demonstration of how easy it was to use. Shortly thereafter, the stock market crash of 1987 so panicked Information Appliance's venture capitalists that they drained millions of dollars from the company, depriving it of the capital needed to be able to manufacture and sell the Swyft.

Raskin also wrote a book, The Humane Interface (2000), in which he developed his ideas about human-computer interfaces.

Raskin was a long-time member of BAYCHI, the Bay-Area Computer-Human Interface group, a professional organization for human-interface designers. He presented papers on his own work, reviewed the human interfaces of various consumer products (such as a BMW car he'd been asked to review), and discussed the work of his colleagues in various companies and universities.

At the start of the new millennium, Raskin undertook the building of a new computer interface based on his 30 years of work and research, called The Humane Environment, THE. On January 1, 2005, he renamed it Archy. It is a system incarnating his concepts of the humane interface, by using open source elements within his rendition of a ZUI or Zooming User Interface. In the same period Raskin accepted an appointment as Adjunct Professor of Computer Science at the University of Chicago's Computer Science Department and, with Leo Irakliotis, started designing a new curriculum on humane interfaces and computer enterprises.

His work is being extended and carried on by his son Aza Raskin at Humanized, a company that was started shortly after Raskin's death to continue his legacy. Humanized released Enso, a linguistic command-line interface, which is based on Jef's work and dedicated in his memory. In early 2008, Humanized became part of Mozilla.

While the Archy project never managed to include a functional ZUI, a third party developed a commercial application called Raskin inspired by the same Zoomworld ZUI idea.

Raskin expanded the meaning of the term "cognetics" in his book The Humane Interface to mean "the ergonomics of the mind". According to Raskin Center, "Cognetics brings interface design out of the mystic realm of guruism, transforming it into an engineering discipline with a rigorous theoretical framework."

The term cognetics had earlier been coined and trademarked by Charles Kreitzberg in 1982 when he started Cognetics Corporation, one of the first user experience design companies. It is also used to describe educational programs intended to foster thinking skills in grades 3-12 (US) and for Cognetics, Inc., an economic research firm founded by David L. Birch, a Professor at MIT.

Raskin discouraged using the informal term "intuitive" in user interface design, claiming that easy to use interfaces are often due to exposure to previous, similar systems, thus the term "familiar" should be preferred. Aiming for "intuitive" interfaces (based on reusing existing skills with interaction systems) could lead designers to discard a better design solution only because it would require a novel approach.

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