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Can you illustrate this process with a current example?
Certainly. These days, design isn't developed off the top of your head any more. It's almost become a scientific process in which people put forward hypotheses which are then checked repeatedly. Our most important product at the moment is the Braun Syncro System which features a cleaning unit for our latest shaver. Initially, this product was always regarded as a shaver with an attachment. The expectation was that we should try to make this technical add-on as inconspicuous as possible. "Nobody wants a washing machine for their shaver" was a comment that could often be heard during meetings at the time.
But nobody had realized at that stage that the whole thing could be viewed as a unit. Following a series of valuable insights from the engineering side, we decided to go for it. We turned the concept into a single unit with an innovative visual dimension, although the characteristic details such as the sloping angle of the shaver resulted from practical considerations. Functional models and tests validated this approach and the design was adopted. The ratio of sales of the complete set of shaver and cleaning unit to sales of the shaver on its own now stands at 70 to 30. a proof that the concept has been accepted by the consumer.
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