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The Thinking
Transforming for change
Each task is unique. Being enthusiastic about creating solutions we take the role of problem ownership, always searching for the challenge behind the problem to find the hidden needs – yours and your client’s. Based on your objectives, we mutually create the design briefing and launch our transdisciplinary agile process.
You need change?
– That’s our business!
Success through agility
Design thinking also means constantly expanding know-how and dynamically incorporating it into the process as well as the definition of objectives - this is how we create surprisingly consistent products with enormous innovative power!
Research & Exploration | Design Consulting | Design Strategy | Innovation Consulting | Brand Consulting | Visual Brand Identity | Portfolio Strategy
The Doing
Iterating with strong tools
From ballpoint-pen to class-A surface modeling, we have the tools to bring your idea successfully to market realization. That is how we approach design – with a project and client specific fit-for-purpose process. By continually listening, testing and iterating we allow "flawed success and efficient failure", helping reduce risks and costs.
Your business sets the goal
– the user points the way.
From theory to the real thing
Creativity is the empathy to create experiences with products that people desire – this is how we are build value.
The aesthetics of a product only pay off if it can be manufactured. We see form and function as mutually dependent elements to achieve sustainable added value.
Usability | User Ergonomy | Product Design & Development | Modeling | Class A Surfacing | Technical Design Support | Visual Rendering
The Experience
Empowering the new
We design for all touch points in the context of business viability, human factors and sociological responsibility to craft successful innovations that serve business, people and humanity. Design governs the balance between change and continuity, empowering the new with a focus on human emotion and perception.
True innovation is realized to market.
Successful innovation is also accepted by people.
Your brand is a story – tell it!
We are storytellers. Everyone knows: A picture is worth a thousand words. Brand building and development should always emerge from the product or service you sell. With our competence in perceptual psychology and its practical implementation, we know how to set the scene effectively and tell your story.
User Centricity | Business Enhancing | Sociocultural Impact | Value Building
Clients
NEWS
News | Würzburg, October 2024
Future of Industrial Usability Conference (FIU24)
Last week, we had the honor of contributing to the Future of Industrial Usability Conference by closing the event with our presentation!
Over the course of two days at the Center of Vogel Communications Group GmbH & Co. KG in Würzburg, experts in UX, usability, and design in human-machine interaction gathered to exchange insights on current developments.
With our talk titled "Value of Physical UX," we aimed to provide a thoughtful counterpoint to the predominantly digital and virtual focus of the UX profession.
While much of user experience is often located in digital applications and interfaces, our goal was to raise awareness within the UX community—and beyond—that user experience should always be considered holistically.
What does this mean in practical terms?
To truly align systems with user needs, we must understand the user as a human being, equipped with seven senses:
Vision – receptors in the eyes responsible for seeing.
Touch – receptors in the skin responsible for touch, pain, and temperature sensations.
Smell – receptors in the nose, closely linked to the sense of taste, responsible for smelling.
Taste – receptors on the tongue, also connected to smell, responsible for tasting.
Hearing – receptors in the ears responsible for hearing.
Balance (Vestibular perception) – responsible for coordinated movement execution and spatial awareness in three-dimensional space
Body Awareness (Kinesthetic perception) – receptors in muscles, tendons, and joints responsible for body awareness and posture changes.
These various sensory perceptions must be considered throughout the design process. Simply focusing on the visual aspect—such as with touch display inputs or purely touch-sensitive switches—neglects the needs of users.
Why is this important?
In the industrial field, ensuring that users can work efficiently, effectively, and with satisfaction is of utmost importance. Achieving this requires a multisensory approach. By incorporating different senses, cognitive load is reduced, and process certainty is enhanced.
What’s the challenge?
The UX processes are often decoupled from the development of the overall system, which leads to user guidance that works well on the HMI itself, but fails in the overall context of the application.
How can we improve?
The development of a digital UI should always consider the real-world setting of the final application, integrating all its physical components, environmental influences, and sensory perceptions beyond the (digital) user interface itself.
We thank all the speakers and participants for this fantastic event, and a special shoutout to Melanie Krauß for the excellent moderation, Clemens Lutsch for the leadership and initiative, MM MaschinenMarkt for the invitation, and VDID for their support!
Thanks and photo credits to Stefan Bausewein Fotografie.
News | Berlin, September 2024
Nomination for the Ecodesign Award 2024
We are pleased to announce that the HANSA APZ 1003 series of municipal implement carriers, in collaboration with our esteemed client HANSA, has been nominated for the prestigious German Ecodesign Award 2024.
This recognition, awarded by the Bundesministerium für Umwelt, Naturschutz, nukleare Sicherheit und Verbraucherschutz (BMUV) and the German Environment Agency (UBA), signifies a meaningful achievement for our team and our commitment to sustainable design.
This recognition, awarded by the Bundesministerium für Umwelt, Naturschutz, nukleare Sicherheit und Verbraucherschutz (BMUV) and the German Environment Agency (UBA), signifies a meaningful achievement for our team and our commitment to sustainable design.
The award, in partnership with the International Design Centre Berlin (IDZ), honors projects that bring ecological benefits through design.
Out of a remarkable pool of over 400 submissions, our project has been selected as part of the final 22 outstanding entries. We eagerly anticipate the award ceremony on December 2, where Federal Environment Minister Steffi Lemke will present the accolade.
At first glance, a diesel-powered vehicle being nominated for an ecodesign award may seem counterintuitive. However, we are proud that the jury recognized the ecological merits of our design.
It is important to know that due to the long operating times combined with the high energy requirements for the implements, the current circumstances do not yet permit a sensible transition to electric operation.
The APZ 1003 series optimizes fuel consumption with load-dependent working hydraulics, resulting in fuel savings of up to 35%, while all engines comply with the stringent Euro 6 emissions standard.
A key aspect of our design philosophy is longevity, which we consider the cornerstone of sustainable development.
The modular design of the APZ 1003 allows for essential components to be easily replaced or retrofitted, enabling customers to adapt existing models to rapidly changing demands without the need for new purchases. This not only conserves resources but also supports economic viability.
Furthermore, the refurbishment of these vehicles for secondary and tertiary markets significantly extends their lifecycle. Easy maintenance and a reduced need for spare parts enhance overall resource efficiency—a true testament to our commitment to sustainable practices.
Our 3W+ concept emphasizes sustainable profitability, promoting diverse adaptations that minimize CO2 emissions through efficient logistics.
We believe that social sustainability is equally important; thus, the driver’s cabin has been ergonomically optimized to enhance the user experience, ensuring well-being features are integrated into the workday.
The APZ 1003 series exemplifies our belief that ecological design and economic success are not mutually exclusive but are, in fact, interdependent.
We are grateful for the great collaboration with HANSA, which has lead to this success!
News | Berlin, March 2024
iF Award for HANSA and Lumod
The HANSA APZ 1003 K-XL won the iF Award 2024!
We are proud and happy about this renewed honor of our work and thank HANSA for the great cooperation.
News | Würzburg, November 2023
Future of Industrial Usability Conference (FIU23)
With great enthusiasm that we share our experience at the Future of Industrial Usability Conference. It was a pleasure to share our knowledge and insights with so many interested attendees. We hope that our presentation has inspired you and thank you for your attention! For those who were unable to attend, here are the key takeaways from our presentation:
1. Clarifying UI, UX, and Usability: We took the time to clarify the terms UI , UX and Usability because although they are widely defined, they are often misinterpreted and lead to missed opportunities.
The relevant rules, norms and regulations are:
The relevant rules, norms and regulations are:
- VDI/VDID Richtlinie 2424
- UXQB (CPUX)
- ISO 9241-210
2. The Importance of Multisensory Design: The User Interface is more than just a touch screen; it encompasses all elements, including software and hardware components! A user-centered approach considers humans as complex multisensory beings, catering to various senses such as touch, sight, and sound. Thus we create intuitive and user-friendly UIs. Additionally, understanding how the human brain memorizes kinematic activity allows for the implementation of automatic workflows.
3. The Relationship between Usability and UX: Usability focuses on the effectiveness, efficiency, and satisfaction of using a product within a specific context, making it measurable. On the other hand, UX goes beyond Usability, taking into account factors like brand image, personal emotions, and the user's mental model. UX encompasses the entire user journey and how well the product meets expectations.
4. Enhancing Usability with UX: A positive user experience benefits usability by improving performance and reducing mental load. When users feel valued and taken care of, they perform tasks more easily and with greater satisfaction. We explored use cases that demonstrated the positive impact of a good user experience on efficiency.
5. The #KANO Model for User Satisfaction: The KANO model highlights the inclusion of "delighters" or excitement features alongside basic and performance features. These delighters significantly enhance the user experience with minimal investment, fostering user satisfaction.
6. Measuring the Value of Design: Using the #design value canvas, originally developed by PARK (formally known as Grow), we illustrated how the value of design can be measured. We showcased a success role model and explained how the #ROI of design can be forecasted and evaluated. This section garnered great interest and positive feedback, underscoring the importance of discussing the value of design, be it UX, #industrialdesign or a human-centered approach.
If you want to learn more about how design can benefit your organization, please don't hesitate to reach out to us.
Foto Credits: Stefan Bausewein & Martin Beschnitt
