There are designers and then there's the rest of the world. As much as I appreciate esthetics, I can't conceptualize design because I'm convinced designers see things through a different frame of reference. Those like me who aren't designers are thankful when people like Craig Mod take the time to explain their creative process and insights.

Mod, who worked on Flipboard for the iPhone, has crafted a lengthy essay about the design of the app. His discussion doesn't focus on the bits and bytes but the existential journey that led to the finished product. It will take you a while to digest all that Mod has to say, but it's well worth your time.