I was thinking about how to describe my philosophy of software development and particularly product design.

I like to put it this way:

There are two kinds of software experience you want for your end users,

1. Invisibility - the software they use in their daily life enables them, doesn't get in their way and certainly doesn't make them want to hurl the computer out the window.
2. Smile on My Face - something about the way the software empowers them, what it lets them create, makes them feel like they want to go show Mum what they just did.