In Short

Finally, Google has its own design language

"Mobile is over. We need to start designing for people." — Matias Duarte

Google long has been known for its services, and later for its hardware, but never really for design. That changed in the summer of 2014, with the unveiling of "Material Design," Google's one user experience to rule them all. That quote above comes from the man in charge of it all for Google, but Material Design is bigger than one man. It's not even just design. It's the way things work and move, not just how they look.

"We need to stop designing for mobile," Duarte said at the User Experience Professionals Association keynote address, not long after Material Design debuted at the Google I/O conference. "We need to stop designing for desktop. And definitely do not start designing just for wearables or just for TV or just for autos. Mobile is over. We need to start designing for people."

Designing for mobile is now designing for the web. It's tablets. It's phones. It's televisions. It's cars. It's wearables.

That doesn't mean everything is going to look the same. There can and should be differentiation. There will be outliers. And even Google's interpretation of Material Design will change over time.