From concept to launch: how is born a product of technology – Digital Look

The cycle of new launches in the industry of technology is getting smaller, putting pressure to the companies for news that surprised consumers. To meet the tight timetable of the innovation, the companies maintain areas devoted to materialize what will be the next product on the way to the shelves. In the case of Samsung, many of these ideas are born in the design office located in san Francisco, in the USA, close to Silicon Valley.

The Digital Look visited the site in the week following CES, the biggest technology fair in the world, which happens at the beginning of the year in Las Vegas (find out how). For reasons of confidentiality, it was not possible to record photos of the environment full of prototypes that are about to become real products. The task of explaining the day-to-day of the search for new solutions was the three spokespersons, who spoke with a select group of journalists to explain how the concepts come to life.

The development of new products, goes through three steps: discovery, creation, and delivery. According to Greg Holt, director of product and strategy, the problems faced by consumers are the main source of inspiration for the emergence of a device. In his view, the best ideas are those that are able to “reduce stress and provide convenience to the people” through the use of technology. The Uber, he says, is a good example of the marriage between these two factors end up so simple with the uneasy waiting for taxis in the street.

step by Step

the opportunity has been Identified, and with the idea in the head, the design team conducts a comprehensive market study with the goal of mapping the business potential. Without this foundation, it is not possible from the creation of the prototype. “We don’t want to make things just beautiful and that don’t sell,” says Holt. The proposal is then submitted to the headquarters of the company in South Korea, which is responsible for determining the future of the concept: if it will be developed and launched on the market or will be in the paper.

In the past two years, the core design of Samsung in san Francisco devised and presented 16 projects, of which eight are in the market and the remainder is suspended or has been discontinued. Among the products created in the laboratory in the american city stand out the bracelet fitness Galaxy Gear Fit (above), now in its second version, and the tablet Galaxy View (below), whose first performance was in the format of the cardboard, so that the team could view the appearance of the product, which has the 18.4-inch, on top of the table.

according To the designers of Samsung, a product takes, on average, between one and two years to get ready. Throughout the process the prototypes undergo testing related to usability and performance, so that it is possible to anticipate the user experience. According to the spokespersons, to make choices is one of the main challenges. “We could create a battery that lasts a decade, but it would be the size of this room. Who is willing to walk with a unit giant?”, questioning the industrial designer Jeffrey Jones.

And then?

After the product is released, begins the second part of the work of the designers: to observe the acceptance of the public and learn from it. The reports of users, as well as the analyses of professionals, and specialist journalists, are considered for the decision making. Depending on the return that comes from “the street”, say the designers, the product can lose resources, to win them, or be reworked from scratch.