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Sometimes the best products and business models do not win in the market, while lesser products get the triumph. The well-known QWERTY-layout from the keyboard was designed to prevent that the mechanical parts would grab each other during typing on old typing machines. The efficiency of typing and its connection to the place of the letter on the keyboard was not considered as a priority that time. The Dvorak-layout, which is not that broadly known anymore in our days, on the contrary was based upon deep research and has shown good results in improving the speed of typing. The results of a comparative test show an improvement of 30% in terms of efficiency of work. Nowadays computers do not have those mechanical parts of the typing machines, so you would say, the Dvorak-layout would be the first choice layout for most of the people. But where the Dvorak wins in terms of efficiency QWERTY wins in terms of preference.  This great example teaches us a good lesson: obvious improvement of performance does not give a guaranty for success. People make their choices and build preferences upon many factors, and most of the time unconsciously. What you think is good for people, it is not necessary the same what people would find themselves best for them. Even more: people very often do not go for the good thing. More often, they go for a feeling-good experience. Design Tips The best way to find a balance between performance and preference is good observation. Do not trust only what people say, watch them doing things. Make conclusions, create design, and test it, observe and improve again. |
What impact can design have on your business performance? A very large one. Especially if you implement design for a specific goal, so that it will give measurable results. In this serie about efficient design this time how design can be used to create more intellectual property.
Knowledge and creativity are important assets on your balance. They create added value for your company, but as well for your clients and end users.
Your knowledge and creativity could for instance mean enormous cost cuttings for your clients or peace for parents with kids having diabetes. That is why your clients do business with you. We deliver you the knowledge and creativity to be an added value for your clients.
Case: Glucashield
This patented medical device with unique closing system for kids having diabetes has been developed by our team as a concept and prototype. The product is meant to be an emergency kit for kids that unexpectedly enter into a serious hypo attack, where they might lose consiousness. Hence the product can be operated by bystanders and care takers, thus giving a feeling of peace and rest to the parents.
Client
In house development, in cooperation with many parties.
Strategy
In depth analyses, user research, creativity, knowledge of materials and production.
Case: Tensio+
With this measuring device for the paper industry our team succeeded to improve the measuring deviation from almost 100% for some German devices down to less then 5% in the toughest circumstances in the papermachine. We also succeeded in dissolving the differences in measuring results when different people do the measurements. This results in higher paper quality and less wear in the felts in the machine, which means a substantial cut of costs for paper manufacturers.
Client
Dutch manufacturer of high quality tools for the paper industry.
Strategy
design for experience, early stage testing with proto's, smart integration of mechanical measuring technology, electronics and software.
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