In an increasingly digital world, designing physical products that are genuinely useful and evoke an emotion from the consumer, is a tough challenge, according to Gadi Amit, president and principal designer at NewDealDesign, on the latest episode of TheCurrent Innovators.
With tech’s fast-moving evolution comes a need to design objects that are sustainable and desirable, he highlights in his conversation with Liz Bacelar. Best known as the designer behind the original FitBit wearable device, Amit thinks technology is still very much about utility, but that pioneers such as Apple’s Steve Jobs and Jony Ive have ignited change. Consumers are now becoming increasingly accustomed to technology pervading many aspects of their lives, and as a result are looking for objects that enhance their personal experiences by creating deeper connections, he says.
When developing a successful wearable product, for instance, brands need to look beyond designing status-seeking elements to ask basic questions, such as: “What does it do for you? How does it enhance your life?”, says Amit. He reiterates that an object’s uniqueness lies in its true experiential value, and not just the label.
For luxury, an industry that has struggled to enter the fast-moving market of digital technologies while retaining its products’ values of longevity, Amit suggests starting with the values of the brand first, and building the technology that speaks to it.
For fashion the 2014 wearable boom was short-lived, as the market became overcrowded with products that consumer demand didn’t respond to. Although Amit thinks this is partly because devices lacked uniqueness, this is also due to the fact that wearables are so difficult to design, he explains. He particularly contradicts a common notion in the fashion industry that technology within wearables should be made to be invisible – from a usability standpoint, there are always design elements that need to prioritize function over aesthetics, he comments.
“Wearables are different animals, they’re not accessories in fashion. This is a piece of technology that needs to be on the human body, and therefore needs to be designed appropriately,” he concludes.
The self-confessed “contrarian by nature” is tackling payments next, an industry that historically champions frictionless and simplified interactions. Research around how exchanging physical currency affects behaviors and creates subconscious connections led him to design a new device called Scrip. This induces friction by asking the user to swipe at it a few times in order to share digital currency, meaning users make more conscious spending decisions.
It acts as a cashpoint in the user’s pocket, in which its tangibility plays a key role in triggering neural functions that automated payment systems like Apple Pay have hindered. In designing Scrip, Amit explains that it taps into the need to create objects that perfectly combine function and aesthetics in such a way that its owners will never render it obsolete.
Catch up with all of our episodes of TheCurrent Innovators here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.