MWC 2018

Topp CEO Talks About The Big Design Trap Tech Companies Are Falling Into

Technology has achieved a great many incredible accomplishments, but many of us aren’t engineers or developers. We don’t know the ins and outs of a piece of tech so it’s the user interface (UI) that allows us to relate and utilize these technical advancements. Thus, UI designers have a difficult mission, translating software and hardware developments into something easy to follow and great to use. We met one of the top guys in the design industry, James Haliburton, CEO of Topp, a Swedish design and innovation company, to get his perspective on where wearable design is heading and which companies have a great design vision. #mwc18 #ttllive

Designers of the Samsung Gear S2 interface, Haliburton and his team have been perfecting the craft of design by creating both beautiful and easily useable pieces of tech. However, he’s seen a lot of tech companies releasing a product without taking into consideration the value for the customer: “What we’re seeing now, which is great for design teams but really troubling for some technology companies is, as we’re moving towards IoT, data intelligence, is we’re going back to old engineering methodologies. Over the last couple of years, they’re shipping large-scale, expensive products and services and they’re not getting good results. So, it’s a challenge for them to find the design value [for the customer] before they spend 500 billion dollars developing something”.

That said, there’s one company that’s doing things right. According to Haliburton, Amazon is mastering the art of design. In their latest shopping experience – Amazon Go – they’ve managed to connect the UX in the store with the one in the app beautifully. Not to mention, they are currently leading the market of smart speakers and assistants.

The experiences Amazon is enabling, they’re [letting] developers and designers to build something new. Really, Amazon is running ahead

Where should future designers look for inspiration? Haliburton believes that right now “what’s really interesting is what’s going on in the industrial and the commercial spaces. In those enterprise spaces, those organizations can create customized hardware, customized wearables. You get to create these tailored experiences with […] HUD displays and wearables, watches communicating information.”

Watch the entire interview above to see what’s next for Topp!

Topp is a Swedish enterprise that has been involved in drawing tech for automotive (Saab) but also mobile devices with biometric authentication (Tobii eye tracking for Windows Hello).  

Edited 6/1/18

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