World Quality Day 2009 Excellence in Design Ian Clarke Siemens Healthcare

Page 2 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) What does design Excellence look like ? The IDEA® (International Design Excellence Awards) premier international competition honoring design excellence in products, ecodesign, interaction design, packaging, strategy, research and concepts. Entries are invited from designers, students and companies worldwide. Winning entries receive coverage in hundreds of print and broadcast media networks around the world. Industrial Design Society of America has been honoring design excellence via the IDEA Awards since 1980.

Page 3 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Recent IDEA winners

Page 4 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Recent IDEA winners

Page 5 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Recent IDEA winners

Page 6 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Recent IDEA winners Hands up if you have come across any of these designs outside of the showroom or a TV broadcast

Page 7 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Views on design Excellence ???? Designer Viewpoint: Design Concept - the creation of a product which is recognisably unique Technology - the use of scientific knowledge to improve a product Materials - the use of new materials to improve a product Innovation - improvements through the use of new methods or ideas Cost - the ability to produce a product for a reasonable cost These combine to give a measure of Design Excellence or Quality from a designers perspective Consumers Viewpoint : Novelty - a product providing a new or unfamiliar experience Affordability – ability to purchase a product without adverse consequences Utility – a product which is useful through its multi functionality Availability – the accessibility of a product Looks - the users perception of the aesthetic appearance of the product These combine to give a measure of Design Excellence or Quality from a consumers perspective

Page 8 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) A simple Model for evaluating Design Excellence Designer Viewpoint FactorScore Innovation Cost Materials Technology Design Concept Total Consumer Viewpoint FactorScore Novelty Affordability Utility Availability Looks Total Rating scale > Low - 0 Medium - 1 High - 2

Page 9 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Statesman v Rabbit The Statesman was among the first range of BT phones to be available for outright sale. It was designed to be inexpensive and was known at the design stage as the IXT. It featured push button dialing via a carbon loaded rubber mat and both the dialing circuit and the transmission circuit were on a single microchip. The microphone, receiver and ringers shared revolutionary designs. These phones started the trend for the handset to be positioned down the phone body rather than across it, a feature that meant that a special wall-mounting version did not need to be produced. The modular cable meant they were the first phones that could be moved between PSTN sockets by the user. CT2 was a replacement for CT1, the cordless phone system which millions of people used in their homes in the UK. Developed in the '80s, it was a digital system with no interference, no noise, no eavesdropping, and with 40 channels, no problems getting a line. The phones used state of the art ASIC technology incorporating leading edge radio communications and audio coding protocols The other benefit was that your handset could be used in the office, round at your friend's, and on the street near a commercial CT2 point. The government licensed four companies to run national CT2 networks in competition with Analog cell phone networks.

Page 10 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Statesman v Rabbit Designer Viewpoint FactorScore Innovation2 Cost2 Materials2 Technology2 Design Concept2 Total10/10 Consumer Viewpoint FactorScore Novelty2 Affordability2 Utility2 Availability2 Looks2 Total10/10 Designer Viewpoint FactorScore Innovation2 Cost0 Materials2 Technology2 Design Concept2 Total8/10 Consumer Viewpoint FactorScore Novelty0 Affordability0 Utility1 Availability1 Looks2 Total4/10 The Statesman was an immediate success on launch and the mass production lines ran smoothly, cost effectively turning out millions of telephones. The handset became one of the most successful consumer telephones of the 1980's. Handsets roll out was slow due to production difficulties and they were costly compared with CT1. Public services started in Aug 89. The inability of users to receive calls when roaming was a barrier to acceptance and the last service Rabbit, survived until 93/94. CT2 never broke through in the office or home.

Page 11 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Mac v Commodore In 1997, Apple unveiled a special edition Macintosh to commemorate the company's 20th year anniversary. This featured a slick all-in-one design that measured only 2.5 inches deep, a LCD display with side-mounted Bose speakers and a vertically mounted CD-ROM drive. It was released in with a lot of fanfare. Aesthetically the machine was stunning. The Commodore 64 released in January, 1982, at a price of 595 dollars. featured a large memory with sound and graphics performance that were superior to IBM compatible computers of that time. It was sold in retail stores instead of electronics stores, and could be directly plugged into an existing home television sets without any modifications. Commodore produced many of its parts in-house to control supplies and cost.

Page 12 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Mac v Commodore Designer Viewpoint FactorScore Innovation2 Cost0 Materials2 Technology2 Design Concept2 Total8/10 Consumer Viewpoint FactorScore Novelty1 Affordability0 Utility0 Availability2 Looks2 Total5/10 Designer Viewpoint FactorScore Innovation2 Cost0 Materials1 Technology2 Design Concept2 Total9/10 Consumer Viewpoint FactorScore Novelty2 Affordability2 Utility2 Availability2 Looks1 Total9/10 The MAC had a price tag of $7,499 and its specification was completely under whelming. Following its release, Apple kept lowering its price to coax people to buy it with a final price of $1,995. The company discontinued the product after one year. The price cuts upset consumers who paid full price who were subsequently given replacement Powerbooks During the Commodore 64's lifetime, sales totaled 17 million units, making it the best-selling single personal computer model of all time. Between the Commodore 64 dominated the market with between 30% and 40% share and 2 million units sold per year, outselling the IBM PC clones, Apple computers, and Atari computers. It is sometimes compared to the Ford Model T for bringing a new technology to middle-class households via creative mass- production.

Page 13 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Cassette Walkman v MiniDisc Walkman When the Sony Walkman went on sale 30 years ago, it was shown off by a skateboarder to illustrate how the portable cassette-tape player delivered music on-the-go a totally innovative idea back in The MiniDisc was targeted as a replacement for the analog cassette audio tape system. Sony avoided the mistake that it had made in the 1970s with the Betamax video recording system, and this time licensed the MD technology to other manufacturers, with JVC, Sharp, Pioneer and Panasonic and others all producing their own MD systems.

Page 14 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Cassette Walkman v MiniDisc Walkman Designer Viewpoint FactorScore Innovation2 Cost2 Materials1 Technology2 Design Concept2 Total9/10 Consumer Viewpoint FactorScore Novelty2 Affordability2 Utility2 Availability2 Looks2 Total10/10 Designer Viewpoint FactorScore Innovation2 Cost0 Materials2 Technology2 Design Concept2 Total8/10 Consumer Viewpoint FactorScore Novelty0 Affordability0 Utility0 Availability2 Looks2 Total4/10 The July 1, 1979 rollout of the portable cassette player helped transform the Japanese company into a global electronics powerhouse. Sony sold 30,000 Walkmans in the first two months after its launch, and 50 million within a decade. Despite having a loyal customer base (primarily musicians and audio enthusiasts), MiniDisc met with only limited success. The initial low uptake of MiniDisc was attributed to the small number of pre-recorded albums available on MD, the initial high cost of equipment and blank media was also a factor. Stationary MiniDisc- player/recorders never got into the lower price ranges, and most consumers had to hook the portable player to the hi-fi in order to record.

Page 15 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Topical Example iPhone How is it possible for Apple to sell 3.8 million iPhones over the past three months - generating $1.5 billion in revenue - during a recession? The device introduced a market breaking touch screen user interface and combined a class leading mp3 with a cellular phone It was priced at the top end of the cellular market but given the combination of functionality remained affordable Its users could download applications from a host of associate software houses It was widely available on the mass market It was widely acclaimed by many for its looks. Designer Viewpoint FactorScore Innovation2 Cost1 Materials2 Technology2 Design Concept2 Total10/10 Consumer Viewpoint FactorScore Novelty2 Affordability1 Utility2 Availability2 Looks2 Total10/10

Page 16 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) Topical Example Somatom Flash How is it possible for Siemens Healthcare to grow market share significantly within the CT modality during a recession with a flagship CT scanner that has a significantly higher capital purchase cost than its predecessor and the CT scanners marketed by its competitors The Somaton Flash with Siemens twin tube technology delivers quicker scans than any other device on the market with a lower radiation dose than any other device. Workflow improvements, wider applications and lower contrast requirements make it affordable It can be used for a much wider range of diagnostic applications than any other device on the market It lead times are comparable with those of other CT scanners For those into CT scanners it arguably looks nice Designer Viewpoint FactorScore Innovation2 Cost1 Materials2 Technology2 Design Concept2 Total9/10 Consumer Viewpoint FactorScore Novelty2 Affordability1 Utility2 Availability2 Looks2 Total10/10

Page 17 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) My theory Excellence in design has to consider both the designers and consumers or users view. How you do it is up to you Forget to factor one of these in at your peril

Page 18 Oct-07 World Quality Day 2009Ian Clarke (Siemens Healthcare) The last word from Thomas Edison Founder of General Electric and one of the most prolific inventors in history: Anything that won't sell, I don't want to invent. Its sale is proof of utility, and utility is success.