Josep Gubau New product and development

Art Art direction New Company and development Crowdfunding Conceptualisation Design Design Market Engineering Product development Formal design Prototype Human factor

Industrial design

Innovation

Interactive design

Invisible aspects

Materials Josep Gubau Introduction not address the activity of research in new technol- Medical devices This article aims to analyse the evolution of design ogies, new processes and new materials, although I Metadesign and product development and the contribution of do consider the consolidated evolution of electronics Engineering and Design professionals in this busi- and materials, which are currently commonly used in Nanotechnology “Product conceptualisation ness. What I express in this article is what I think industry and have considerably influenced the evo- New media must respond to the about how to progress in successfully developing lution of products in recent years. A comprehensive products with a certain degree of complexity and analysis would require the publication of a complex Open source identification of an technological integration, after many years involved treatise on Product Design and Development. Perception in this activity in very different companies and in opportunity. To do this, positions of high responsibility. Things can always Processes required to develop a product Product design be done in different ways, but what I set out here is with high possibilities of success to have to some what my personal experience has shown me is the most convenient course of action to successfully PROJECT AND PRODUCT Production extent a visionary“ tackle this activity. I am sure more can be done— CONCEPTUALISATION Project and possibly better—but it is not advisable to do less Project conceptualization is the pre-development Josep Gubau. Mechanical engineer and Master in Nanoscience or sidestep some of the processes described below. phase and sets the goals to be achieved. It is the and Nanotechnology (Barcelona), Computer Science (Italy), Senior Executive Management, IMD (Switzerland). Chief When I talk about products, I am over-simplify- first phase in which the project in question is de- Sensorial research tools development engineer for portable typewriters at Olivetti, ing to include more or less complex industrial prod- fined in terms of its function, features, product from 1967 to 1990. Vice president of Mattel Toys (USA) from Smart products ucts, produced in series and in substantial quantities. shape, cost and cost/performance positioning 1990 to 1994. Chief engineer of Barcelona Tecnología from 1994 to 1999. CEO of Volpak from 1999 to 2007. Currently, I am not including services, software, medicine and on the market. consultant at International Product Design. many other products where engineering and design Product conceptualisation must respond to the Strategy activity also play a very important role. Likewise, I do identification of an opportunity. To do this, design-

Sustainability

Sustainable design

Synesthetic perception

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ers to have to some extent a visionary sense to iden- How will things evolve during this long period of knowledge on Production and Quality, must anal- “All these concepts and tify the needs of the market where this opportunity time? What will the others do? What new products yse the processes and resources necessary to carry others can define an presents itself. It may be that in the market where we will appear? What new technologies, new compo- out the specified specifications and features, analyse plan to launch the product there are already prod- nents and new materials will be available? Answering their feasibility and verify the product’s target indus- opportunity. However, for ucts with features and functions similar to those we these questions is an essential part of conceptualising trial cost. It is very important for product conceptu- this opportunity to be real aim to create and that the opportunity is to improve the project. Being able to answer them requires hav- alisation to be the result of the project’s development them, making new things, improving its functional- ing extensive knowledge, experience on this particu- group. The result covers everyone’s objectives because we must have a thorough ities or significantly reducing product cost, even get- lar market, sleveraging much information and really everyone has participated and has given approval. knowledge of the market we ting this cost reduction to push product use to mar- knowing the various players in the market where the Upon completion of this stage, the board of di- ket segments that until them could not use it due to opportunity has been detected. The development of a rectors of the company has to make the decision of are targeting, the products cost constraints. All these concepts and others can project is a multidisciplinary activity. It is in the con- allocating or authorising the required investment. It currently available, and the define an opportunity. However, for this opportu- ceptualisation phase when all members of the group is a key moment that calls for reflection. It requires a products not yet sold but nity to be real we must have a thorough knowledge of contribute knowledge of their respective fields of ex- thorough knowledge of the market where the prod- the market we are targeting, the products currently pertise. Specifically, marketing, product planning, uct will be launched, new technologies under devel- which the competition is available, and the products not yet sold but which the development and design play a key role. opment that may affect the same sector and short- / developing or enhancing. competition is developing or enhancing. And very In the process of project conceptualisation, var- medium-term market performance. If we are short- importantly, we need to have a clear idea of how this ious alternatives that provide solutions to the stated sighted when it comes to technology development And very importantly, we technology development will affect the product in objectives must be considered. After the process of and market needs, the product may be stillborn. need to have a clear idea question. analysing the various alternatives, we proceed to se- Once the decision is made to approve the project de- of how this technology The development of a product from concept to lect the ones we believe to be most appropriate and sign as defined, it’s time to begin the comprehensive market launch may require two or three years of ac- from then on we start the process of redefining the product development plan. development will affect the tivity depending on the complexity, i.e., the sum of specifications on which the product will be based. product in question” variables involved. Team members, and especially those contributing PRODUCT Once the product’s features and functionality are defined, we need to define its physical elements, its In this phase the Industrial is the group components, groups and subgroups. Each group leader and the Development Engineer contributes connects and synchronises with other groups. This the necessary knowledge to understand the technical designers product development stipulation of physical elements is greatly influenced and technological demands involved in the architec- marketing/ engineers by the shape and size of the product. Currently elec- ture, providing solutions consistent with design re- planning tronics and software facilitate connectivity of the quirements. This is where the En- various groups that make up the product, which gineer—which began to be in demand only 20 years greatly streamlines the assembly process and pro- ago and today is a reality—provides the overview of duction technologies used. There is no point of com- the whole process of design and product develop- production project/product quality parison with the limitations a few years ago when ment, a vision that is essential to the product’s indus- engineering Conceptualisation engineering different groups had to be connected and synchro- trial and process success. nised mechanically. There are products where the industrial designer When defining the architecture, it is necessary has many degrees of freedom and can apply very to find and solve technical and technological aspects imaginative solutions, and there are other products that must be respected to obtain the overall goals pre- where technical and technological requirements de- technical after- research/ financial determined in product conceptualisation. Likewise, termine, to a greater or lesser degree, the potential sales service technology evaluations we need to incorporate the knowledge and sensitivity solutions from the design standpoint. To dig a little required for product design, i.e., image, ease of use, deeper into this concept, below we offer three exam- feature reading by the user, form, and er- ples of different types of product according to these Image 1. Some inputs in the conceptualization of a project. gonomics, among others. degrees of freedom.

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— Connection with buried electrical and telephone wires for communications (commands, data, voice) between the various elements of the in- stallation and the control centre.

2. Example of a product showing a compromise between the design and constituent physical elements: electric typewriter. Design by Mario Bellini, 1987 This is an example of a product whose architecture (and therefore its design) is strongly influenced by its constituent groups and elements. The product consists of different groups, each with their own fea- tures, which are rigidly interconnected. The main

groups that make up the product are the unit itself, Image 4. Horizontal machine for packaging liquid or viscous products in flexible packaging (Volpak). the assembly for holding the paper, keyboard, print- ing circuit with its electronic components assembled and power supply unit. It is very important for a 3. Example of a product in which design is very all project participants. Despite the difficulties, the product like this to be compact, usable, have a good contingent on physical elements and functional product design should convey an image of advanced image and convey the concept of a technologically requirements: horizontal machine for packaging technology, quality, and technical details which are advanced, high-quality and aesthetically pleasing liquid or viscous products in flexible packaging accurate, reliable and robust. product. (Volpak) Image 2. Validation terminal for a vehicle access and signal light. Architect and designer Mario Bellini designed This is an example of a project where the designer DEVELOPING DETAIL DESIGN Design by King & Miranda, 1997. the product formed by different parallelepipeds, each has relatively limited freedom. Connections between This is the stage where the Industrial Design En- containing one of the different functional groups and different modules in this project are mechanical, to gineer, the Production Engineer and the Quality 1. Example of a product showing design imaginative compactly interconnected. It called for intense col- ensure synchronisation in such diverse operations Engineer—coordinating with logistics and manage- freedom: validation terminal for vehicle access laboration between the designer and team of devel- as unwinding of the polymer, creating the container, ment—assume ultimate responsibility and lead the control and signal light. Design by King & Miranda, opment engineers, and the result was a product that opening the container, measuring the amount of liq- activity. 1997 was very well put together which was embraced by uid, closing the container by welding (thermal or ul- The concepts to be developed are defining the ge- This is an example of a project showing great imag- the market. trasound) and delivery of the container to the pack- ometry of component parts, defining the materials to inative freedom for the designer, and where the de- ing machine. All these operations are performed be used, defining tolerances, assembly groups with sign concept is very important. The most important simultaneously at 80 cycles per minute. 3D simulation and checking interferences and syn- aspects to consider in its development are as follows: This industrial project is aimed at a production chronisms. It becomes necessary to design specific environment where its features and functionality tools necessary to obtain the different components — A simple user interface. are very important. Of utmost importance are the and groups, the assembly process and required tool- — High protection against vandalism, since it is in- user interface, operation visibility, easy accessibility ing, special machines, robots if necessary and soft- stalled on public streets. to different devices, ease of reformatting and reli- ware for embedded industrial computers. In parallel, — Easy repair in case of impacts. ability. we need to define quality controls and start obtain- — Temperature control equipment to avoid elec- In this case the designer was strongly influenced ing special machines and tooling that require long tronics malfunctions in hot/cold temperature by the machine’s technical and functional require- delivery turnarounds, and to identify the suppliers (sun in the summer/low temperatures on winter ments, and any idea or development of the shape and of technologies and components to be obtained from nights). appearance of the product was an important com- abroad, carrying out the corresponding analysis pro-

– Good visibility and size of images (effect size to Image 3. Electric typewriter. Design by Mario Bellini, 1987. promise with the other project objectives. It called cesses and deciding whether it is more convenient to the outside). for great collaboration, from the inside out, among manufacture or buy.

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These are the activities that require the great- operate during the useful life specified. This entails It is advisable to start with a programme (beta The case of Olivetti. An example, est technical preparation, where development and building robots that operate the product all the hours production) previously set up with one or more cli- witnessed personally, of technology- project engineers (industrial, mechanical, electrical, of operation stipulated, using all its features and ents, depending on the expected product volume. driven product evolution electronic, ) apply their knowledge functions, and checking regularly for wear and tear It is important for customers to be involved in the The main driving elements of product evolution are acquired and the company-specific culture. of mechanisms or malfunction of any part. If this oc- process, so it allows to control the final destination the market (needs identified as opportunities for curs, the required changes must be made and tests of each product unit and provide technical service new products) and technology (scientific and tech- PROTOTYPING AND TESTING should begin again from zero with all prototypes. tracking, in order to minimise the economic damage nical results that enable the creation or evolution of Throughout product development, it becomes neces- We are obviously talking about significant costs over caused by product malfunction, identify the problem new products). These are also the factors that make sary to build prototypes to verify that the proposed long periods of time. So the goal is to build a signifi- immediately and provide a solution. companies and organisations begin, grow and die, solutions deliver the stipulated results. Initially, pro- cant number of prototypes for functional, useful life, All this is very risky when it comes to complex change ways of working and living and even deter- totypes can be diagrams and mechanism sets to be electromagnetic compatibility, noise, brittleness and products produced in a very limited number of units, mine which countries and civilisations will emerge checked on PC 3D simulations. These simulations thermal testing and any other tests necessary to en- as this means that testing and reliability testing have above the rest. A very obvious example is the dig- can help to check performances, mechanical syn- sure the quality and reliability of the product. After been limited. These are the cases where analytical ital and communications revolution. For reasons chronism, interference and size requirements of the all these tests are performed, we will modify what- prototypes and computer simulations take on an ex- of affinity and personal experience, I will offer the various components. The next level of prototypes ever is required and obtain the required approvals. tremely important role. It is very important at this example of writing. The evolution of writing has are real physical reproductions of functional groups, stage that the first units be installed with trusted cus- spelled the death of large companies, has trans- many of them obtained by additive processes, which “The final prototype should tomers who get involved in the process. formed former leader companies in surviving ones allow checking the operation of machine parts and allow designers to perform and changed working habits for many people. their synchronisation. The final prototype level is a SOME PRELIMINARY CONCLUSIONS Most households in this country have had, and machine with identical functionality to the product all the necessary tests for So far I have tried to describe the processes I follow enthusiasts still own, a typewriter, a product that being developed. Due to sizing, the prototype may validation purposes. Some of to develop a project with a high probability of suc- completely revolutionised the writing system (in the have to be made in the smaller scale than the final cess, and what elements need to be taken into ac- early 20th century). Handwriting with a pencil or product. the tests can be destructive count in the product conceptualising process. There pen was replaced by mechanical writing. The pro- The final prototype should allow designers to (product life, fragility, etc.), are many aspects that have been discussed only in duct’s features allowed dramatically increasing writ- perform all the necessary tests for validation pur- which leads to determining part, because an exhaustive description of the issue ing speed, allowed up to three carbon copies of the poses. Some of the tests can be destructive (product would require much more than an article of written document (when there were still no photo- life, fragility, etc.), which leads to determining the the number of prototypes this length. It is a complex issue, involving great re- copiers), overcame the problem of deciphering hand- number of prototypes that will be required for vali- that will be required for sponsibility and in a state of constant evolution—or writing. In short, it mechanised the writing process. dation. When it comes to special machines, of which we might say revolution—coinciding in recent years An example of an early version of the typewriter a limited number of units will be built, usually the validation” with the spike in demand for the Industrial Design is unit 10 manufactured by US firm Smith Premier prototype can be the first unit built which will then Engineer academic and professional profile. Typewriter early last century (image 5). It featured be sold to a customer with whom there is a close re- What is clear is that a good project development two keyboards, one for lower-case letters and one for lationship and mutual trust. This allows taking the PRE-PRODUCTION AND PRODUCTION professional should have sufficient knowledge and re- upper-case letters. The supporting structure is made necessary corrective actions in a cost-effective way. The initial learning curve at the start of a mass pro- liable information on breakthroughs in the scientific of cast iron, and the machine is made up of more However, here we focus on machines with a certain duction process is steep. During this process you and technological world, for example new materials than five hundred different pieces obtained by cast degree of complexity which will be manufactured via have to solve all the problems that emerge, taking and new technologies. We must bear in mind that, iron, sheet steel pieces formed at different stages of serial production in significant quantities. The client into account that production operations are carried since the development of a project can be long, some cold stamping (matrices in stamping presses) and can usually not be controlled and possible corrective out by different persons who need to be trained ac- of these new elements can affect the conceptualisa- machined parts. actions can be very costly due to their geographic lo- cordingly. It is also the time to verify that all product tion of the product being developed and therefore Assembly was entirely manual and the machine cation. Therefore, we must ensure that all tests can elements comply with specifications and deliver the may require reconsidering the initial goals. The fol- weighed about 15 kilograms. The design is clearly in- be done comprehensively to make sure that the final intended results. These elements include tools, as- lowing paragraph will therefore highlight the prod- dicative of US product design in the 1930s. validation results in a totally reliable product. sembly tools, assembly lines, components obtained uct - technology interconnection. The typewriter was a complex object requiring There is test such as the useful life test which un- from various suppliers, software, and standard com- great knowledge and ingenuity to develop kinematic dertake to submit a large number of product units to ponents of all types that make up the product. mechanisms. The main mechanism transformed the

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Image 8. Electric typewriter Olivetti. Design by Ettore Sottsass, 1970.

Image 5. Mechanica typewriter, by US firm Smith Premier Image 6. Mechanical typewriter. 1950s/60s. Typewriter, early 20th century.

force applied on the keys by the operator into the “dressing” the product once it was already defined, a first electric typewriter, shown here, the Olivetti movement of the printing kinematics that finally path which we now know is not the way to go. 1970 (Gold Delta Design Award) (image 8), was de- produce the impact of the printing character against The following example is a machine designed by signed by architect and designer Ettore Sottssas. the ink ribbon and platen. It should be noted that architects and designers Ettore Sottsass and Perry Typewriter electrification improved everything. these models had 88 keys in different positions and King (Valentine 1969) (image 7). It was developed In mechanical devices, the pressure on the key logically with different lever sizes since they all had taking into consideration its design goals since its pushed the typehammers against the platen while to align at the same writing level and required the inception. The product, its body and case were part typing. same impact force to ensure good quality impression. of its structure. The suitcase, a piece made with ABS Electrical typewriters only needed a trigger that The following example is also a mechanical type- injection moulding, was part of the machine, pro- engage the kinematics to the movement of the bar- writer (image 6), but from the 1950s/60s. It already viding it with a tough structure during transport. It wheel, pushing the typecharacters against the platen incorporates new technologies and processes, mainly offered a very innovative image and represented a all them with the same energy. based on new materials developed at that time (alu- collaborative effort from the very beginning (and Keys had to travel much less distance and users minium casting, polymer injection, functional resins, from the inside out) between designers and develop- found it much easier to use and typed faster. Another compacting and iron ore sintering, heat treatments, ment engineers. big advantage of electric typewriters is their much automatic welding, electroplating and chemical coat- sharper, neater and more even print quality due to ings with chromium and nickel, mechanised assem- ELECTRIFICATION OF TYPEWRITERS the even pressure applied against the platen. bly lines, etc.). The next technological step was to make machines Image 7. Typewriter Valentine 1969. Design by Ettore Sottsass The machine was designed in Italy, where the im- electric. A built-in DC motor mechanism constantly and Perry King, 1969. THE INTRODUCTION OF THE TYPEBALL age, aesthetics and usability of industrial products rotated a barwheel that provided the movement of A significant step forward which allowed the same were and continue to be a strong and important com- the kinematics and powered the more basic opera- machine to write different types of scripts was IBM’s ponent. Nevertheless, at that time design was seen as tions such as carriage return, line spacing, etc. The introduction of the typeball in 1970 (image 9). The

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sphere had two coordinate selection axes. It thus tical and horizontal layout of letters. Although it was ROM, RAM and EPROM memory, conductive rub- greatly simplified the machine’s number of com- a major breakthrough, these two selection lines still ber, low-cost printed circuit boards, advanced soft- ponents and delivered the major benefit, since the made it very complicated to select the character to be ware, LCD displays, etc. The features kept increas- typeball was easily interchangeable, of being able typed, a very mechanical and complex system. ing and machines quickly became word processors. to write in many different fonts with the same ma- Later, in 1975, the Olivetti introduced the Lexi­ Personal-use portable machines, which were actually chine. kon model, designed by architect and designer Mario word processors, could be marketed at affordable This innovation was made possible due to the Bellini, integrated the two new technologies, electri- prices for private users. evolution of polymers, which allowed obtaining fication and the interchangeable typeball. The -im The images 12 and 13 show the first portable elec- the necessary hardness of the character shape and age 10 shows the first portable typewriter model on tronic machine in the world, launched in 1980, devel- avoid rapid degradation of character shapes from the which Olivetti included the typeball. oped by the engineer Josep Gubau and architect and high-energy typing impact. The typeball featured designer Mario Bellini. two selection or coordinate axes which allowed ver- THE ELECTRONIC TYPEWRITER One of the most important features that influ- The next step was to replace the two-axis selection enced the metamorphosis of the typewriter was the “The innovation of the typeball with an object known as a daisywheel (im- introduction of electronic memories. The availability age 11). It only had one selection axis and comprised of LCD displays made it possible for users to check typeball was made possible a hub with 88 spokes radiating out towards a charac- the screen display to ensure that the text was cor- due to the evolution of ter in relief at the tip. Daisywheels still allowed users Image 11. The daisywheel. rect before printing on paper. Imagine what typing polymers, which allowed to switch types and delivered the great advantage of a full letter-size sheet only to make a typo in the fi- having a single selection axis. The daisywheel was obtaining the necessary also possible thanks to the evolution of polymers quired was a small DC motor, an encoder, an elec- hardness of the character and technology. It was obtained by double injection. tromechanical device that doubled as a hammer and The central section and spokes were made with a a mechanical system to designate the final position shape and avoid rapid polymer that was flexible and resistant to bending of the character. degradation of character deformation. Characters were then injected with an At the same time, electronics was advancing at shapes from the high- impact-resistant resin. breakneck speed. Electronic typewriters at reason- The fact of having a single selection axis greatly able prices flooded the market in the 1970s thanks energy typing impact” simplified the application of electronics. All it re- to the availability of the Intel Z80 processor, low-cost

Image 9. Typeball. IBM, 1970. Image 10. Electric typwriter Olivetti Lexikon 83 DL. Image 12. Portable electronic typewriter Olivetti Praxis 20. Image 13. Brochure of the Olivetti Praxis 30/35 model. Design by Mario Bellini, 1975. Jose Gubau and Mario Bellini, 1980.

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nal words. Although there were correction systems personnel and, ultimately, a culture built over long (cover-up and lift-off), if you wanted top quality you periods. Everything was possible because the lack would normally have to start over. of competition allowed the company to obtain sig- nificant margins. But this was no longer possible INCORPORATION OF THE MONITOR with electronics. Competition was huge and, conse- As prices allowed for larger displays—initially 12 quently, margins were reduced drastically. characters, then 24, then 80—incorporating a mon- It was no longer possible to make huge invest- itor was the next logical step, and this was done for ments in (requiring long office-level word processing. lead times and complex hardware for machining With this architecture (Olivetti CWP 1, 1981) (im- complex parts), continue paying high salaries for age 14), we have the following elements: a monitor, a highly qualified personnel and employing large keyboard, a printing system, the necessary electron- numbers of people with nothing to do. ics to communicate with the outside world and the electronics required to manage the word processing. THE BIG MISSED OPPORTUNITY. WHAT COULD HAVE HAPPENED IF, FOR EXAMPLE, REPLACING THE TYPEWRITER OR WORD IN 1965 OLIVETTI HAD SEEN A VISION PROCESSOR WITH A COMPUTER AND EVOLVING TECHNOLOGY? PRINTER In 1965 (over fifty years ago!), Olivetti developed a Computers and printers were developing in paral- product which, had its Marketing/Product Planning lel to typewriters. Their trajectories actually over- team had been able to know what it meant and had Image 15. Olivetti factory at Ivrea, near Turin. lapped. assessed its potential, the future of the company The decreasing cost of computers and printers, could be very different from what it has been. A de- and the flexibility, availability and continuous evolu- Image 14. Electronic typewriter Olivetti CWP 1, with an incorporated velopment group led by engineer Perotto featuring “A technology evolves it tion of software led to the demise of the typewriter as monitor, 1981. an industrial design by architect Mario Bellini, had creates and kills products. a consumer product. developed a programmable machine with magnetic Changes are so profound What was the reason for using a typewriter or mechanical technology (intensive in hardware and cards, the Programa 101 (image 16)—virtually a word processor when a laptop and printer could do skilled labour) to an electronic technology (assem- desktop computer. that whole industrial empires the same job—and many other things—with higher bly of components manufactured by third parties) It was an exceptional machine, developed when are born and disappear. quality and at a lower price? resulted in a surplus of staff that could not be pro- Apple, led by Steve Jobs, was working on developing ductively employed. Attempts were made to address first the Lisa and then the Macintosh, which was -fi These movements have RESULT OF DEVELOPMENTS AND the problem by providing compensation packages nally launched in 1984. important implications in SUBSEQUENT DISAPPEARANCE OF THE and taking on unsustainable financial obligations, Nineteen years of advantage let us imagine what MECHANICAL TYPEWRITER which led to the non-viability of the company. Ef- might have happened if Olivetti had understood the people’s lives. The large factories and investments which during forts were made to morph Olivetti into a computer, potential in its hands. It is very important to have a the 40s through 70s were built to manufactured printer and photocopier manufacturer, but the men- This example allows us to better understand and technological vision of these typewriters have disappeared and some struggle tality and organisation required by these activities appreciate the importance of project development producing computers or printers. Remember that were not part of the Olivetti culture. When Olivetti carried out by a multidisciplinary team of profes- developments to avoid the only Olivetti, now virtually defunct, had factories enjoyed leadership in the development, production sionals prepared to detect the evolution of technol- damage that comes from around the world and employed more than 70,000 and sale of typewriters, calculating and accounting ogy and its implications and potential impact on people. machines, the industrial world was different. To do product evolution. the lack of capacity of not The organisation—which had factories in coun- this activity—based on precision mechanics—in a At the speed at which new technologies and ma- anticipating this unstoppable tries where in those days it was impossible to apply technologically advanced required large- terials are appearing today, companies need to be and increasingly rapid reasonable workforce reduction measures—was be- sum investments, capacity and design develop- structured flexibly in a way that allows for constant ing transformed. Switching from a high-precision ment, large volumes of highly qualified production change, adapting not only to what they know but to evolution”

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neously. While the word design prioritises the form, For economic and environmental responsibility usefulness or ease of maintenance, the word engi- reasons the concept of long-lasting products needs neering prioritises reliability, product life, approval, to make a much-needed comeback. It is therefore productivity, etc. The training needed by industrial necessary for products to be designed with real design engineers to exercise their profession should technological content that can deliver lasting satis- allow for the acquisition of knowledge to facilitate a faction to users. If a product is damaged it needs to common language and understanding of solutions be repaired, consuming little energy and as clean as that each player contributes as a member of a multi- possible, non-contaminating, etc. Social sensitivity disciplinary team. towards the environment will force ecological con- cerns to be not only customer needs but industry requirements. The social, economic and environmental function of technology Technology has historically been a key element in the evolution of civilisations. We have seen life sys- tems changed based on the evolution of technology, and it has led to great breakthroughs and major ca- tastrophes—not in and of itself but in how it is used. Image 16. The programmable machine Programma 101. Design by Mario Bellini, 1965. Throughout the last half century, we have wit- nessed the exponential acceleration of the develop- what is being developed in research centres and uni- Engineer training ment of new products and new technologies. New versities. There is a certain visionary spirit in evo- The engineer, whether mechanical, IT, telecommu- products can address known human needs or can lution and companies must have the economic re- nications, industrial, electronic or industrial design, trigger new needs which we did not know until sources to stay ahead of the curve. must have strong skills training in the basic sciences then, and they may even not meet a real need. Ein- Olivetti was not able to read the future, and this such as mathematics, physics, chemistry and com- stein feared the day that technology would surpass meant losing the opportunity to remain a leader in puter science, in order to work with the utmost our human intelligence because the world would the world of computing. rigour. I have had the opportunity of working with have a generation of idiots, and something similar Very often, false illusions are created about great engineers with a good scientific background and seems to be happening. Many of the products ap- changes taking place, and things are going slower I have admired the rigour and mathematical and pearing on the market do not really provide a neces- than we are being told by change agents. Discovering physical basis of their solutions. sary step forward but are simply variants of existing graphene is one thing. Producing it and applying in- As I mentioned above, Project Development is products which are launched exclusively for com- dustrially in an economically viable way and using all a multidisciplinary activity, where group members mercial reasons. its properties is quite another thing. Developing 3D must have various specialities and experience in dif- Electronics and software have spawned the ap- printers is one thing. Having the right materials to ferent engineering fields. The group needs to have pearance of products with equivalent functionality, use them efficiently is quite another thing. access to different levels of knowledge, depending but presented as different. Adding a service to an Problems are usually complex. But to advance we on the scope of the project, but with a common lan- electronic software-based product can involve zero must be very imaginative and very in-depth in our guage. In the product conceptualisation phase, where production costs, and it should not result in a new analysis. we need to evaluate various alternatives and solu- product. How many new mobile phone models con- tions, it is imperative for all members of the group tinuously appear on the market? How do we use to be able to understand the contributions of others, them? Does it make sense that many people change internalise and contribute their vision, which may their mobile device every year, just to have the very differ or converge with the proposed solution. latest? Are we aware of the thousands of tonnes of Industrial engineering design is an activity where electronic products that end up as waste in develop- applied solutions complement each other simulta- ing countries, and how hard they are to eliminate?

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