Designing user-friendly technology
A Design Council case study

Page 1: Introduction

“Roy, the first shipment has just arrived, I thought you might like to see one.” Gary Maughan passed Roy Doughty a handset across the desk. Roy felt the weight of the phone and then opened the flip and laid the phone on the desk - “Terrific isn’t it?” He sat back and thought how far they’d come in the last three years. This case study tells the story of the...
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Page 2: Creating brand values

MPC understood the importance of creating a strong brand. Roy Doughty was appointed to develop brand values which would be reflected in all their products and services.They were to be: owned by the user user friendly secure and personal widely available efficient affordable progressive MPC’s design strategy was shaped by three major considerations. It had to take account of market research...
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Page 3: Teams

MPC’s choice of team structure was critical to the successful development of One 2 One Personal Communications Network (PCN). It allowed them to maximise expertise by working cross functionally. Two teams were responsible for the development of the handset. Gary Maughan led the marketing and design team and Ian Johnson led the team responsible for technical and engineering aspects, as well...
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Page 4: Development

In response to this, Marc developed a list of characteristics suggested by the brand values. These were gradually translated into design goals – for example, “curved” and “organic” design themes became linked to “slow curves and generous radiusing for human fit.” Hand drawn sketches were produced to develop ideas for the visual theme. A man-machine...
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Page 5: User trials

The next stage was to check that the design features were appropriate and valued by potential consumers. Trials were carried out on a test sample of consumers. Test participants were required to make a call, access the phone’s directory system and store a name and number in the phone’s memory. To make the test more realistic, participants were given no instructions and so were entirely...
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Page 6: Conclusion

Gary contemplated the future. Production of the handset was up to target and stocks were in place with distributors ready for launch. He had been involved in the development of a £10 million promotional campaign to support the launch of One 2 One and customer services were ready for the expected influx of subscribers. An innovative tariff structure had been agreed, including the offer of...
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Related: Design Council
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