Controversial view

Toward, Andy; Phillips, Mark
December 2004
Engineer (00137758);12/10/2004, Vol. 293 Issue 7665, Special Section p22
This article presents an interview with Andy Toward, commercial director of the Design Futures Group and Mark Phillips, design director of its Product Innovation Group. Toward responded to the query related to the manufacturing process in Great Britain that they have some highly innovative businesses that are world leaders. Many of their customers are highly innovative. But across Great Britain, the truly innovative businesses are still very much in the minority. They see far too many companies banging on and on about cost reduction, productivity and efficiency almost as their single competitive weapon. Phillips responded to another query related to the creation of added value to the good product design, that the way a product looks influences how desirable it is, what it says about the owner and often whether it is perceived as fit for purpose. Another key area is usability. People want products that they can use intuitively. They won't tolerate products that are frustrating to use any more.


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