marketing: What's the agenda for this meeting ? project manager: The I will  present here agenda with with with with slides to you . I've also made notes of the previous meeting and  I was about to send them you but then  I had to go to this  meeting so you will get them too  marketing: project manager: Then I hope you all have  worked out some some  some some presentations about  about well you the the task given to you in the previous meeting .  then I will  bring in some some some new requirements I I got  from the  account manager , I try to work them out , they were quite abstract , and we can have maybe have com some discussion about it . project manager: and Well in this meeting we should really try to reach a decision about the target group and the functionality of the marketing:  . industrial designer: You mean the social target group who we wants to target ? project manager: Yes  well yes w who are we going to  to well to sell this , marketing:  . So And then  we will close this meeting  user interface: project manager: and after this meeting we'll  we'll have a lunch . Maybe  why  Anna can you c do you have a presentations ? marketing: No , I don't . project manager:  you want a table to to  marketing: I c I can talk about it but I have no slides or anything . project manager: Yes yes maybe maybe you can  can just talk about it or maybe you can use the whiteboard if necessary  . Well I've just been  presented with some research we've done in a small focus group so , a hundred people , just asked them about their remote control usage habits and what they want in a remote control . It's probably can't email this to you , I've just got a web page with some data on it .  seventy five percent of users said they zap a lot , so they use their remote control quite frequently while they're watching television . Fifty percent of users say that they only use ten percent of the buttons , so they've got a remote control with a lot of functionality but really most of the time they only use a small part of that . project manager: Do you Do you have this  information on the web page you said ? marketing: I have an a web page yes . So basically  there's a breakdown of how much they use the different functions on a rem remote control .  , channel selection is used a hundred and sixty eight times  and then there's things like channel settings , audio settings , which are only used very infrequently . Teletext is used  fourteen times in the hour , so it is used but not nearly as much as the channel selection is used . marketing: An interesting thing that this report has brought up is that  fifty fifty percent of users report that the remote control gets lost a lot of the time in the room , so some way of some way of locating the remote control would be very useful to a lot of users . industrial designer: marketing: Thirty four percent said it takes too long to learn to use a remote control , they want something that's easier to use straight away , more intuitive perhaps . industrial designer: It's it's easy to learn or how do you say it's marketing: Thirty four percent said it took too much time to learn to use a new one . industrial designer: Not enough marketing: I don't know how we'd go about combating that . What do you mean there ? marketing: For R_S_I_ ? Respet Repetitive strain injury . project manager: But it's it's the opinion of the  of the users huh ? marketing: Yeah . marketing:  and then it's got a demographic breakdown on industrial designer: Maybe y y you cannot put this webpage online on the marketing:  I should be able to actually , if I email it to you now . user interface: You can disconnect it there project manager: You can maybe just just user interface: no ? marketing: Oh no , yeah . industrial designer: Ah it's it okay it's a webpage on the C_ it's a file marketing: Yeah . industrial designer: So these are important numbers that Matthew and I need to take into account for our functional  user interface: Oh yeah . It's probably easier if you put it on yours and then I'll just email it to you . industrial designer: Yeah these numbers have have to be have to be taken into account for the  both yeah user interface and functional design . marketing: One thing it goes on to talk about , which is interesting , is the hang on a minute . industrial designer: Because if there are many numbers and we need to select to to constraint  our design based on what is more important . industrial designer: Speech recognition in marketing: And who would pay more for that and whether people would find it useful . industrial designer: So that we don't Do we not need any button on the remote control marketing: Well potentially yeah ,  project manager: user interface: industrial designer: it would be all based on speech . project manager: Well it would it would be a solution for  when your remote control is lost , marketing: project manager:  when it has speech recognition then  i then it doesn't matter where it is , my well it's we should be in range , industrial designer: Yeah . project manager: I'm not sure whether we will we can make this for for twelve Euro fi and fifty cents . industrial designer: And we don't know where the state of the art of speech recognition is , maybe you know ? user interface: Oh . Well , it depends you know like there is  it's a very small vocabulary that you want to do the operations like you want to say on , off , one , two , twenty three , project manager:  . project manager: Yes , user interface: It's it's going to be li project manager: that that that that's  . user interface: it's not going to be s so easy but u usually it's going to be more of an isolated case project manager: Do you have some more important facts user interface: but it's but I don't know with twenty fi marketing:  project manager: or can we go to the next presentation ? industrial designer: Okay . So marketing: Well industrial designer: you had to to to summarise maybe the marketing: This is now talking about  who would pay for speech recognition in a remote control , who would pay more for it ,  . Ninety percent of the fifteen to twenty five year old market said that they would pay more , it goes down from there , seventy six percent for twenty five to thirty five , thirty five percent for thirty five to forty five ,  twenty two percent for forty five to fifty five and then eight percent for fifty five to sixty five . marketing: Yeah , it really depends where we're gonna be targeting this product , user interface: project manager:  . industrial designer: I thi You us marketing: It'll be in a different window , yep . marketing: Another thing it's talking about there is the L_C_D_ screen but there's no figures apparently on that .  I okay project manager: Oh , industrial designer: I stay project manager: this is user interface: Now you can move I think yeah . user interface: It's a channel selection , a module , this and this function , marketing: Sorry ? Oh .  I'd like first to give a quick a very simple introduction , how does it work , so that everybody knows even if you don't have a very  technical background  what is it because I think in the product it is important . industrial designer: So basically  the basic function of a remote control is to send  messages to another system that is fixed . industrial designer: And so an energy source feeds an integrated circuit , the chip , that can compose messages , usually  through a  infrared bit marketing: So my method for  designing the yeah the work design  yeah first the the main point is that I would wish to to make a really functional product . I would prefer to have very functional  capabilities rather than fancy stuff that in fact is not used and doesn't work . industrial designer: So for that yeah as it's important to take into account the user requirements from the Marketing  Expert  Anna marketing: industrial designer: and  w to to we should agree on what are the technical functions  for this remote control and I show you the the working design .  we want an on off button , it can be  it's simple but it's it's important , and also  the to both channels as well as other buttons that come after , marketing:  . So the components I quickly draw here , is that in this part you have the remote control the the sender and on the other part the receiver so that's my method is  will be to well my aim would be to  design the and choose the chips and the infrared  components to build the remote control marketing: This is very quick  design ,  you stop me or interrupt me if  you don't agree on it on that . industrial designer: And  so what I have found and after a lot of work actually I I draw this I draw for you this  schema marketing: Well . industrial designer: that can be maybe too technical for you but is very important for me marketing: You drew it a long time ago ? industrial designer: you know . industrial designer: And  that's it so I won't go into details about that project manager: overwhelming . So project manager: are they cheap , or are they  reliable ? What were your industrial designer: found and yeah th you have always a compromise with  reliability and  i if it's expensive , project manager:  . industrial designer: but  this one was not this one also really  reliable  so yeah that's it for the working design ,  I hope you get clearer view on  what what a remote control is  in terms of  technical components project manager: Yes . industrial designer: but maybe yeah project manager: So user interface: But is it  can you just buy it on the market and f plug it in or you want to ma industrial designer: No no no no we we will  This is a preference but we can always change  project manager: What I w what I was thinking about  the the the schema  about  the sender and the receiver ,  can you can you get back to it ? industrial designer: Yeah . project manager: Yeah  , the receiver is of course already in the television and we are not  able to change it . We will use  infrared protocol  using yeah infrared and  and of course we need to adapt to that protocol that already exists project manager: industrial designer: and but we what we can do is   adapting the the chips inside  to the best  chips and  infrared bubbles . Of course yeah user interface: But you should be careful , industrial designer: in the chip you have it yeah . user interface: people are sometime becoming problem , like a guy has recently designed a remote    which could switch off any other T_V_s , so basically through all the things . user interface: So maybe we should think of marketing: industrial designer: Of course yeah we should take that into account marketing: That's handy . project manager: Yeah yes marketing: So if the b T_V_ in the next apartment's really loud , you can just turn it off . industrial designer: in the  user interface: Yeah so you can just go on the street and then switch off everyone's T_V_ and you can just walk away industrial designer: user interface: You don't have to be near the T_V_ at all . project manager: I I feel I I I think M Mael will will consider this  th these things . So  I'm going to talk a little bit about the technical function so wha what actually it's about what is the user going to do , I think my last presented what is going inside , marketing: user interface: so what's the user is going to see from the outside and how he is going to use it . So well the approach is that  basically the idea is to send a message to the T_V_ set , as Mael has pointed , and it will be decoded by the T_V_ and usually we it is easier to have  keys or buttons with which people can  press and then  changing a button will basically  change the message which is being sent to the T_V_ and   industrial designer: So p as  Anna has said that this ki people are interested in things which are you don't need to k press the keys , people are can have a speech recognition but this is  s a question which will we have to see later . user interface: But in the present scenario is that you have certain keys and you press it like your mobile phone , and it sends a message to the T_V_ . user interface: And  so generally  I don't have some figures sorry but  so there are two kinds of  remote if you popularly in the household , actually so you have a standard T_V_ remote where you have just a on , off button and play ,  volume change and  keys for the number and more than one digit option . And if you see for example righ right now   even the one  on more than one digit option is for two digit channel which is like ninety nine , but tomorrow you might have one fifty channels you know to browse or two hundred channels to browse who knows , but   . Then there is  this is the standard one with without any fancy thing you know like i it doesn't have teletext option , it can without any , it's a very simple thing ,  which which you can vouch . And then you have  what's the v video remote file which is like usually it has almost all the keys over there and , but it then it has other options like stop  and then you play the movie or  or fo fast forward the movie or something like that so i it has those marketing: And then well personal preferences I would  basically think of having a kind of aim for the next generation thing where the we could have both the  the f a T_V_ and the remote video remote control because  some of the keys in the video's remote control and the T_V_ they could be integrated together so that  we could  aim for the like in the f coming future  that type of  applications with marketing: Okay . How would that work ? So you've got say maybe a V_C_R_ and a T_V_ which are separate , user interface: marketing: so you on my one at home I've got a V_C_R_ remote which then changes the channel on the V_C_R_ and doesn't do anything on the T_V_ , user interface: Yeah . marketing: so is it gonna be like a switch on the remote that says t use the T_V_ or use the V_C_R_ ? user interface: Yeah . marketing: or does it know which one you want to use ? user interface:  actually  you could you could think of  having s a y you can have a key which could tell y it could go to the video thing marketing: user interface: but   yo you you you still can't  in that case when it you use that the function should be able to take up the V_C_R_ option marketing: user interface: and you could play it or You can also think about having like  I in a few days you will be ha in in few ye coming years you might even have a system where you have a separate  sitting setup box marketing: user interface: and  you have   something like   you do you do you suppose you are not able to watch some programme and actually it downloading all the time for you marketing: user interface: and  you can just you know  when you come back you could just switch on that thing and  watch a program . user interface: In that case you want to browse faster , browse slow , you want to have those kind of functionalities . user interface: It's the next generation thing , project manager:  yes , user interface: but it is going to come in couple of years . project manager: but I think it's i i it's already there , user interface: It's goi project manager:  the hard disk  recorders  I I've seen them in the shop . user interface: it's going to record your things and you and you you need basically the functionalities what you need in both   video as well as in the standard T_V_ thing . That's , user interface: No no we are not making a universal remote , marketing: yeah . user interface: we are just looking at  giving a scenario , I have a T_V_ and tomorrow I am going to have set up box marketing:  . user interface: which is going to sit there and  it's going to do that job for me . Because y project manager: W w w w we need to decide on on on on in how far we go to in this . project manager: Mean , you can go pretty far I f I think with with with functions and possible  future p  prospects marketing:  . So we can always discuss about it for example  the presently the video market actually  this demand , video over-demand or what we call it as , it's presently booming up actually industrial designer: user interface: so it i like people are providing like  things like   movies , you can select actually so you want to watch a movie and  your p your provider gives a list of movies , and then you select those list . user interface: and then when you come you want to loo watch it on your T_V_ . industrial designer: Or even you don't need to download it , it's streamed  online  yeah . user interface: Yeah it can be streamed online for you and you can say what time I want to watch the movie marketing:  . project manager: I have  received some some some some well points of of thinking over of my account manager and  I would like to share them with you . project manager: first thing is  teletext is a well known feature of televisions marketing: Do we include it , and do we give it a prominent  prominent  place on on on the on well huh on the remote mot control itself . project manager:  as  a in any case it's it's not used , well very much , but it's it is still used . project manager: further yes we must think ,  do we stay  to to television only , the television as we as we all know it with with broadcasting signals and you can't go back  huh , or do we   go further as Matthew indicated by supporting   recording  devices ? user interface: marketing: So D_V_D_s and V_C_R_s ? project manager:  indeed indeed .  , furthermore , w we need really need to interest  y younger customers and then with younger customers  people  below the age of forty , marketing: project manager: So industrial designer: So project manager: that's to that's  there's a market but  they will grow older older marketing: project manager: and you'll al always need to have the the future with younger people . project manager:  therefore , younger people like trendy trendy designs , so that's w we should make our our our R_C_ as trendy as possible but it should also be  have a reliable image , so when it looks too too spacey or too fancy people will think well does it work at all . user interface: Yeah it's  well you you can follow the ideas how you want to keep the keys , you know right now if you take it you have like zero , one , two , three like a keys separately , marketing: user interface: but suppose if you take the the present trend of mobile phones there are like big thick keys marketing:  . user interface: you press on the top , it takes one number , you press on the bottom it takes another number , and  basically   so the space covered so that you don't see two separate keys there actually industrial designer: But I think taking the idea of getting inspiration from mobile phones is interesting , especially if we're going after a younger market , user interface: Yeah so . Yes yes marketing: that's the the the  the new and the funky things , project manager: mo industrial designer: Because they are already used to that , you know , product . marketing: that's , project manager: Yes it's recognisable industrial designer: Yeah . marketing: yeah , there's lot there's lots of pretty mobile phones , not too many pretty remote controls . So , for example you have  presently  keys like one , two , three like this , actually , and   four five six like that and  you can have keys like this in form like  keys like that project manager: Mael can you hand me over this  ? industrial designer: Yes . How much longer have we got for the meeting by the way ? project manager:  well marketing: 'Cause we haven't talked about demographic at all project manager: I think fi five min user interface: Forty minutes ? marketing: and it's a very important issue . too sorry , so we basically don't change the  original order of them industrial designer: user interface: but then the keys are more spacious , marketing: user interface: they don't look  so there there is a very sligh thing , so if you press on the top it takes the one , it takes the three ,  four , sorry four here  five and six , marketing:  . user interface: so the keys can be it looks you know not very much cluttered but it looks nice industrial designer: user interface: but you can have a lot of options t if you press on the to project manager: Okay . industrial designer: marketing: basically we're trying to get people to buy a remote control user interface: Yeah . marketing: wouldn't they already have a remote control with their television when they buy one ? user interface: project manager: Of course they have already one . marketing: 'cause it's only a low market , it's a cheap-end remote control , we can't beat modern functionality , we might we'll be able to beat them on th the look of it , th the design of it but that's not a big seller , if they're not just going to buy a new remote control just 'cause it looks pretty , they have to actually need it as well . I well I think many people said  in your in in your research    the appearance of the  R_C_ is is important when they are buying one marketing:  . I've got friends who've got so many things they need a universal remote , otherwise they're using five different remotes for their all their things . marketing: In that case they wouldn't buy our product , because it doesn't give them what they need in terms of functionality . project manager: So your you think we should go for a more u universal high-performance marketing: Well , we can't , with the price range . project manager: What do What do you think about What componen industrial designer: Yeah we have yeah twelve point five Euros  per  per R_ s R_C_ marketing:  . industrial designer: and I think  with this now you know that chips are very  cheaps marketing: If we're getting into universal remote territory , we're getting to L_C_D_ screens and things like that industrial designer: that's marketing: which would drive the cost up a lot . industrial designer: Ye project manager: Is the L_C_D_ screen marketing: For universal remotes industrial designer: I don't think L_C_D_ is not necessary well , th for long term . project manager: I think thi this could be this could be a market because  universal remote controls  tend to be  quite expensive . marketing: And quite complicated to use , project manager: S so we can try to go in between , marketing: yes . project manager: but but still but still people have the idea this is more functional than a normal   R_C_ industrial designer: Universal . project manager: marketing: But if we're going for the say fifteen to twenty five age group then not many of them would actually own T_V_s to use a remote control on . project manager:  yes but w we're targeting I think on more on the on the twenty to forty group . Who just have or already have a job and have the money but may not want to spend that much money on a on a universal universal control . Are we gonna be at the very bottom of the price range , or are we kind of middle to bottom ? I don't know . project manager: I think  when we think it over I thi I think we are trying to offer the a kind of universal control for for less money . project manager: So d Do you agree ? user interface: Well Well I it's fine with me like the price as long as it is  not too expensive . industrial designer: Yeah user interface:  and it d  Our provin industrial designer: because we have to take into account that we are gonna b we are gonna sell  four aro around four million so when we speak about these numbers  the price of a chip is  price of a chip is very cheap . industrial designer: So I'm okay for designing  a ne  less yeah a a kind of universal  R_C_ yeah . And  basically you can look to the standards of other industrial designer: Yeah that's needed , yeah . So I guess what I'd like from a universal remote is maybe choosing between three devices , being able to switch between them , there may be stereo , V_C_R_ and T_V_ . marketing: And just be able to s use them all from the same remote , but not at the same time . user interface: Yeah you can also browse through all the standards you know , where are the limit of standards for all of them and you can just browse through them . project manager: So given we are going for this   universal type  m maybe it is good when you try to find out which components you therefore need and y you will try to get more specific  user interface content industrial designer: Yes . project manager: and  maybe you can look on on what trends are in this  in this type of market . user interface: and we'll I'm sure we'll up something good marketing: project manager: W yes , user interface: for the project manager: we  we can have lunch now . project manager: So  Then th th the next meeting will  user interface: Yeah so we meet in well what are our project manager: after lunch you have  we have  thirty minutes of work and then we have the next meeting


project manager: So  who has the fir do you ha Anna do you have your presentation ready ? marketing: I have a presentation , I'm just making this industrial designer: Yeah I think yeah the Matthew it is it's important that Matthew yeah is here project manager: Okay . Ah industrial designer: because it's really a a team  project with a team project manager: there is Matthew . industrial designer: user interface: So project manager: So did you manage  user interface: Yeah I sent you the slides , you didn't see them ? project manager: Oh yes I see him , good yes . Okay so this is just a presentation on  the trends that we're gonna use to make the product stand out from the rest of the products out there at the moment .  can I just put this on ? So we have to work out a way what we can do with our product to make it stand out and make it so people wanna buy it . We basically used  some focus group surveys which I went through with you last time , the main results of that , and  some research on the current design  and fashion trends that are out there at the moment  , industrial designer: marketing: and as part of this The important aspects that came out were things that we've already discussed really . Most people find remote controls boring at the moment , we need to have something that looks interesting , that looks exciting , that will stand out .  That was twice as i important as the next item on here which is that it has to be technologically innovative has to have something else , apart from just the look of it . Third on the list , and again innovative was twice as important as this last  aspect , it has to be easy to use . So they have to be able to be able to look at it and have some intuitive idea of how to use it  . This is basically talking about just the the feel of it , so probably not the smell of it , but the bright colours ,  eye-catching , really bold designs , and a spongy feel . marketing:  I had a talk to the design people about this , but having a remote that's tactile , that feels different , that would be really cool . industrial designer: So can you repeat and be more precise about what you just said ? project manager: Spongy feel ? industrial designer:  about the feeling yeah  yo marketing: Well user interface: You can marketing: ma make it not necessar sp spongy is the current thing . Spongy is the current texture , but basically there are no reports no remotes at the moment which are spongy or tactile at all , so if we make it like maybe furry or soft or something , that'll be something that sets it apart , industrial designer: Okay . marketing: So as far as the design goes , the very most important aspect was the design , to the customers . So going with the fruit and vegetable idea , we've got the bright colours , so makes it stand out , the oranges and the the bright yellows and the florescent colours , part of the fruit and vegetables  . Going back to the idea of taking inspiration from mobile phones , they've all got those a lot of them have the changeable covers , so they can choose what colour the outside is . marketing: So if it's part of the the changeable covers then may maybe they can choose a different texture , a spongy one or a soft one or something like that . So they can choose it li as they want to to maybe to fit in with their decor in their living room , or just what they like , their sports team or whatever . marketing:  and yeah , still taking the inspiration from the mobile phone design so functionality , the way the mobile phones work , the way the keypad looks . People put a lot of thought into that so we can leverage off that , and we can start using some of their ideas .  we talked about having a way of finding a remote control if it's been lost ,  that's one thing we could look at . There are other aspects like L_C_D_ screens and speech recognition which weren't I don't think , in my personal opinion , gonna be worth the extra expense and the extra effort that will go into them . I had no real specific ideas for this , maybe we just , the basic idea of having your core functions big and at the top maybe , by themselves , project manager:  . Yes well marketing: and then project manager: maybe Matthew can can give some more information on the marketing: yeah user interface: Yeah . marketing: and then th th the finer details of buttons you don't use as much either hidden away or completely separate .  marketing: So does anyone have any comments or ideas on that ? I think you project manager: Maybe we yes well we maybe can decide later on  the l the the look and feel of  I've it was a good idea maybe to to industrial designer: To let the people choose , you mean ? project manager: Yes the the the there are changeable covers , industrial designer: Yeah . project manager: but on the other hand I I don't know whether my superiors would be so glad with it because you have to introduce a complete   new l line of  of supplies marketing:  . project manager:  it would be  very complicated  organisational industrial designer: marketing: Well we're selling so many units of this . This is gonna be a mass marketed product , we can afford to have two or three different designs at least . industrial designer: Sure that fits the project manager: Yes and of course it will be a we we get a if it works we can get  after-sales marketing:  . project manager: That's a very good idea  And then  maybe  we can go a th Matthew's presentation because user interface: Yeah marketing: user interface: s project manager: the user interface: then we could discuss later like we can put all ideas together . project manager: because you ma might have some some information on the the easy to use , industrial designer: Yeah yeah I agree . user interface: so  Okay so m so then the the idea of  having a remote is generally you have  different keys and  different structures , different forms , and  they could be like buttons and  they could be of  a varying sizes if you want to to  basically emphasize a particular key more than the other , and  maybe like you can have different colours for example having the r red for the on off switching on and off the button . user interface: So what I have found was that  currently  the they are mostly that the T_V_ , V_C_R_ , music system operated ones actually , and they are very specific to each other , but there are some common keys for example if you want to follow the V_C_R_ and if you want to follow the  g  s some  soundtrack on the w w see they have the common thing actually you can have marketing:  . user interface: and  There is also  a speech recognition to store channel information , names , like You can basically if you have a multiple functionality , say T_V_ , V_C_R_ or something I say it to the T_V_ and the T_V_ , and you can programme the keys if you want to , certain keys are even the channel information . I like the idea though of having speech recognition for like the n the name of a channel like B_B_C_ , rather than having to remember the the number of it on the keypad . user interface: Yeah yeah so you you you can just  because  as more and more channels come then you have more and more problems to remember the v v exact channel numbers ex exactly , industrial designer: . user interface: even if you arrange it by however you arrange it , you still have the problem to remember exactly which channel you want to marketing:  . industrial designer: So what functionalities do you suggest for that ? For facing this problem ? user interface: So it it it's like it limited one . In the present market I saw it that says something like they are looking for eighty word thing , eighty word , marketing: Basically you want you don't want to store all the channels in the remote control , marketing:  . user interface: And  basically  it depends like the remote with L_C_D_ display for browsing because you have multiple functionalities for example you are watching a movie , and   you are having a universal remote control and you want to  you don't know really which functionality is now , so I am using the T_V_ so every time I use it , it could be like , for example I can use a simple toggle switch , and a display , so I press it so the display says , okay , I'm in T_V_ or D_V_D_ or whatever it is , instead of having three keys separately for four keys , marketing: And  well there can be children friendly where you can programme your remote so that they they are not allowed  to browse certain channels which you can block them , and you can operate them . user interface: I personally would look at things like having a u universal remote , is   is a good idea , like instead of having unusual ones for all of them you can think of having ,  with multiple functionality possibly with speech recognition . user interface: I got a mail from the the coffee machine interface unit that  they have  integrated the s speech recognition into a into the coffee machine , industrial designer: marketing:  b user interface: and so if you say hello coffee machine , it say hi Joe , or something like that , you know , and  marketing: But a coffee machine , there's not too many words they'd be using with that it's a it's a small vocabulary . user interface: Yeah you you won't be using it , so it's a limited vocabulary  thing , and very isolated word marketing:  . user interface: and it's  it is interesting , and basically storing the channel through voice or other ways of programming your keys , on the display for the browsing marketing:  . user interface: which is again and maybe having something like a blinking thing , like  it could indicate you're  it it could indicate what is cal like the  whether  you you have enough battery in your in your  remote , the blinking . user interface: At the same time , if it's a dark room , it can be used to locate the remote also marketing: user interface: or industrial designer: And you want okay for coming back to one point marketing: Two thirty five supposed to finish . industrial designer: y you want to let the user to programming the keys ? Some of them ? user interface: Yeah you can let them to do that . industrial designer: And  isn't that too difficult for the we want w I don't know if we still want the  R_C_ to be easy to use , marketing:  . user interface: N no but the if you give it d depends on the easiness like the user how much effort he can put . user interface: Like for example  I would like to store in certain way , so if you want to give the full freedom to the user marketing:  . marketing: You can have it so it's easy they can pick it up and use it straight away without doing anythi without customizing it , industrial designer: A standard . project manager: maybe you can give a hand to us because I I'm not sure whether that that we can implement that for twelve Euro and fifty cents . project manager: I'm sorry to have Every time I have to come down on this price again marketing:  . project manager: but it's it's it's the real We have to consider it . project manager: do we think these ideas an and my  sp speech recognition ,  maybe it's possible for for twelve Euro but then then it will be at cost of other functionality we might implement like the   the the the furry   case of the marketing:  . industrial designer: - yeah like I would say that for programming  keys , you said ,  it could be  easily  done within the the package of twel twelve Euros , user interface: Yeah . industrial designer: but for the A_S_R_ system ,  I'm not sure if it's feasible to have this user interface: We well we can still look at we can talk with the coffee unit industrial designer: We user interface: and you can  check how much how much they industrial designer: Exactly yeah i if if it's a low vocabulary it's already implemented , user interface: yeah yeah marketing:  . user interface: Maybe we can come we we can talk to them , and we can come with that , project manager:   . user interface: And also well you can think of having  since you have a you know something maybe if you added little bit of display , you might need the to che keep checking the battery , so you really need a some kind of indicator , marketing:  . user interface: so it could be a blinking option of L_E_D_ project manager:  . marketing: I like the idea too of being able to use the remote in the dark , project manager:  . user interface: So marketing: so either having the buttons so you can feel the difference between them or if they if they light up or something . user interface: No actually i if i it is like you know it tells you  , it can be for two purposes , marketing:  . user interface: like if you have an L_C_D_ display and all those things it's not going to be the standard remote , marketing:  . user interface: which is having  which need just  six six volt  th sorry three volts  of D_C_ . user interface: It may need more actually , so y you you may need to check your battery usage it and then you need that , some functionality to indicate the battery limit . user interface: And then if the battery limit is indicated , if it could be ind indicated through a blinking something industrial designer: It's true . user interface: and it can change the colour depending on your  how much is the battery , well that is good enough to even locate even if you want to . user interface: Yeah so industrial designer: I don't know how if if I have time to talk about the project manager:  yes  I would user interface: You you have time some more ? Yep . So what I'm gonna present here is very   yeah basic knowledge about the all the the components that are inside a a R_C_ a remote control , and how is it manufactured h what is the process , just to explain you . industrial designer: So the method is ther there is a a set of components in a in a remote control like , and  what cost the the components in themself do not cost a lot but the the way to assemble everything costs obviously , and I will  show you my preferences   at the end . So there are two  different types of   Two different ways of using the the components for making a a remote control . industrial designer:  the basic way is to use a an integrated circuit and some  transistors with an that aims at communicating   the message and to to send the message to the  to the led that will  transmit to the receiver . And  yeah the other components and the circuit board buttons , infrared , led , etcetera , for the components  . So you finding , just to say that the chip can detect  when a key is pressed , and then it translate to the key , to a sequence , something like morse code , as you know ,  with a different sequence for each key , project manager: industrial designer: and   that's , with the components we will use , we will have different  messages , different sequences , and the chips sends that signal signal to the transistor that amplify to make it stronger  . And  so I think for our design we want some b  programmable  you know V_ V_L_S_I_ or F_P_G_A_  high technology , user interface: Yeah  industrial designer: and this is important , and also we'll use  yeah like in any  high-tech  devices a chip of fi fibreglass to them and connect them . industrial designer: So my personal design we need to find a solution what  what is the material of the cover we want to use . industrial designer: or you said that yeah you had some ideas  like fruit , veg or project manager: Well well industrial designer: I dunno . marketing: project manager: m m maybe m maybe we can give the  the  the case a very   normal a v very normal case but , with the changeable covers to fancy it up . project manager: So like a normal cheap plastic case which can be covered up in , for instance , a wooden case . So they also emailed me that  they have available a bunch of different buttons , a scroll wheels , integrated push buttons s such as a computer mouse . And  very cheap L_C_D_s , so liquid crystal displays , user interface: Yeah . industrial designer: so I'm wondering , I think we might be able to integrate L_C_D_ into our R_C_ . industrial designer: So we have to know that the push button requires a simple chip , but the scroll wheel  and that kind of higher high-tech stuff needs more money  which is a higher price range alright . And the display requires an advanced chip , which in turns is more expensive than the regular chip , but I think  with twelve Euros  and if it's   made for  four million  items , then I think w we could be able to handle that . industrial designer: So to to sum up  we need yeah so I I just said that the components  the list of components  has to be  yeah listed and  and  assembly is a an important process that has to be taken into account . And  for the designing of the cove   cover layout then it's better to to to maybe see that with  the the U_R_ exp U_R_I_ Expert user interface: Sorry . user interface: Yeah so industrial designer: right ? user interface: of course for example  I wanted to know like if you want to have a a fo if you want to have the L_C_D_ display over there , industrial designer: Yes . user interface: or if you want to store a programmes with a keys What kind of things you'll need inside your thin inside W wh what industrial designer: Yeah it's kind of  simple pro progra programmable device , and we have to insert . industrial designer: I think we could insert one that could underlie several functions user interface: Okay so industrial designer: of user interface: in that case you can even look at the technology what the mobile phone is trying to use with the card . How f cost effective it would be to put that car chip into it and do the programmable things . project manager:  so I understand  when we want a display we need a expensive chip , but when we want a scrolling wheel w we also need the expensive chip , so can we use same chip , so with one expensive chip we can  implement several complicated  or advanced features . industrial designer: we could have  one main chip  that could handle ,  it's called F_P_G_A_ chip , that could handle both  like scrolling wheels as well as  L_C_D_ project manager: project manager: when the more expensive chip you mentioned there is is possible in the in the given budget ,  maybe we should go for for the more expensive chip , so all features  which you mentioned can be implemented based on the same chip . user interface: D well project manager: Do you think that's feasible ? user interface: Well I don't know if it'll fit into our cost of twelve point five Euro you know . user interface: Is it possible to fit in to that ? industrial designer: Yeah also thinking , I think both  if we had a budget of twenty twenty  Euros , it will be okay , user interface: Sorry . Actually do maybe two designs and then cost them out and see which one is gonna fit in our budget better . project manager: wh when you make a a design ca you can next meeting you can give an quite an exact cost price . user interface: Yeah that's  that's something which I wanted to ask you also , like what will be the each individually the cost of it . For example if f if you want to put wood I wouldn't suggest for wood industrial designer: Yeah . user interface:  'cause it's I think it's m much easier to use a plastic or a rubber rather than wood . user interface: It will be much ch much expensive th though it's the most natural thing , but project manager: Yes but I can I think  I think we can just use more cheap plastic for a kind of basic edition , and then people can fancy it up with with more expensive materials marketing:  . user interface: it's  Yeah we we can give a preference to them , but it is but with plastic or the rubber or whatever it is it's much better with that rather than going for project manager: Do do you agree ? marketing:  yeah sure . industrial designer: Yeah but i it's a detailed  yeah yeah  plastic versus  wood , user interface: Yeah . industrial designer: and we need maybe to centre our description on  the the really the what buttons what  functionality we want to offer to the user , and maybe with  graphs or I don't know  user interface: Yeah . So  Let let's say next meeting w you produce two designs , one one one less advanced and one more advanced and with the cost price . project manager: which can be later  fancied up with  with addit  additional  , how do you call them , these like like mobile telephones you can put a cover over it . Smooth keys with bigger s  So that you know The the problem most of the time we've seen , the keys is that it's small , project manager:  . user interface: and every time we have to be very but if i the if we if we go to a different ways of designing those keys , then you can merge them together marketing: So is there any of these that you're looking at particularly user interface: to marketing: or is this just ideas ? user interface: Oh you can actually , for example , if you see , they are they are they are quite small over here , marketing: user interface: and  now you can , for example , as I was if you make them big , it may change the look of the thing also to the people . user interface: At the same time , it is m more  like it would be more interesting for people who are having this R_S_I_ and all problem . user interface:  big keys may better for them actually and  marketing: You see ? industrial designer: I agree yeah , marketing: Yeah . marketing: one I've had before , a r r remote control we have at home is one that's actually got a cover on the bottom user interface: Yeah . marketing: so the bottom bit is just , covers half the keys most of the time , and then you can slide the cover back to get to the the more advanced keys . project manager:  w but then you have still have  when you don't use it you have such a a an extent of your remote control marketing:  . So maybe it's possible  , I don't know whether you can can indicate this , that you can elsewhere open your remote control and on the inside are  buttons you don't use that much . industrial designer: That's what you mean ? project manager: Yes I I th that's what  user interface: Yeah . marketing: Can we have can we think about maybe having a a non-recta non non-rectangular one , so with not just the straight little box industrial designer: Yeah I like also this one . industrial designer: Yeah , the point is w maybe we need to also to make a decision on how how how big we want to be and how many buttons like n we should dec decide numbers or marketing:   'kay . Is this for the next meeting though ? user interface: We should make a marketing: I think we might be out of time out of time for this meeting . user interface: Yeah that yeah next meeting we should be project manager: Ju just make two designs , industrial designer: Okay . So is this is there anything else I need to do from a marketing point of view for the next meeting ? project manager:  yes I come to that   user interface: Maybe it would be interesting if you could look  for the cost inventories of other devices , if you're using speech recognition or something like that . project manager: Yes well m maybe  , I don't know whether that's possible , marketing:  . marketing: Okay well is this me designing a way to evaluate it so Thinking about how to set up test groups and things ? project manager: I don't know whether that's possible  in the given time marketing:  . project manager: So  you two will be together w working on a o on two prototypes industrial designer: Exactly . user interface: One for like cost and the one with like higher-end industrial designer: Two ? project manager: I industrial designer: Okay . project manager:  and then user interface: so that then we can be easily comparing them industrial designer: Yeah project manager:  . user interface: or you know find a compromise between both of them , industrial designer: and find maybe a compromise


project manager: He he he industrial designer: So what can you ? project manager: You did work together didn't you ? industrial designer: Yeah we will yeah , so I will be able to to summarize  our meeting , project manager: Yes .  yes industrial designer: can we have a phone , project manager: but w we industrial designer: can someone project manager: Yes , maybe we should phone him . project manager: And  well first thing  I was   I got an email from  from my superior again that we really should stay within the budget of the  twelve Euro and fifty cents . project manager: when you stay in it's good , when you don't stay in you have to redesign . marketing: Well we can't no we can't do evaluation 'til we have a design . So I will start by the the basic one that  fits into  eight Euros actually , right , seven eight Euros , marketing: industrial designer: and  well first for both they have  a special shape , maybe the designer can  explain better than me , but  it's like a surf board . industrial designer: And you you are supposed to surf to browse to surf T_V_ , maybe the web , and  it's kind of interesting shape because  unconsciously people want to s to surf when they see this stuff . Don't take care too much about the colour because w yeah we don't take user interface: Now we are supposed to give some oper offers right now . industrial designer: yeah L_A_ L_A_ L_E_D_ , user interface: L_E_D_ . industrial designer: How can you change from V_C_R_ to  T_V_ , by the way ? user interface: Oh no no no , this is a single this this is a model with just the T_V_ one . user interface: No no just sorry , this is a standard T_V_ one , we are not talking about that . So and then we have usually there twelve keys but we know that we rel that we have only ten digits . And the other one is for the teletext or something you want to browse through from that . marketing: it's it's t a very basic remote then , it's only user interface: It's a very basic minimal thing marketing:  . user interface: which you can which is which is also available in the market , actually that's what it that it i industrial designer: user interface: and would cost us to build it about eight Euros . project manager: Exce except for the for the special shape , the surfing board , it has a quite a a conventional layout of buttons  . industrial designer: user interface: Th this is a magic one but I know we don't want to talk about that , marketing: user interface: you know like industrial designer: user interface:  i i i it is a very futuristic , it's like  it's like a brain machine interface and all this stuff we are thinking about in the future , it can come . user interface: So that  then what we look t marketing: Did you wanna see ? user interface: yeah . Yeah no you can carry on , user interface: This is a model , project manager: I just look how it feels all . industrial designer: project manager: So but but continue with your  user interface:  so well project manager: user interface: then the this is the a more a little  smooth industrial designer: user interface: and it gives a lot of functionality ,  in this way , so all we have  th you see there are only six keys , but don't worry they are ma they are doing the job of twelve keys actually here . user interface: and  it's easy to  use this and  you have  so this is a standard   infrared eye , and then you have a power button , which l volume , what you have , project manager: user interface: and then other than that you have  channel up and down and  f slow pause or s slow lo industrial designer: Play , pause . user interface: yeah s pause or stop , and  then  you can  you have a L_C_D_ display , here project manager: user interface: and  y this is a functional thing which can change like it's a toggle switch which could change the function say , y you press it project manager: From D_V_D_ player to television or something . project manager: Yes and and and then you get feedback via the L_C_D_ yeah . user interface: The L_C_D_ can display what is that on that , industrial designer: Yes . user interface: and  well you can have a integrated microphone over here , industrial designer: This is the orange button , the microphone . user interface: so which can  basically you want to do a speech recognition and  that channel a lot of information can be di displayed here directly on the  on your on your display . user interface: And here is a small L_E_D_ which is like blinking one , project manager: user interface: which tells you like  are you running out of the battery , and which is can be useful for the locating as I was talking earlier project manager: And  well then we have a cover basically , basically you don't need much of the time this , industrial designer: Yeah . user interface: when you need you can use it , and this gives additional functionality that tomorrow you want you can add a tactile thing to this cover project manager:  . project manager: but but but but  i in there  when this is closed , will it also  cover up the L_C_D_ screen ? user interface: Yeah . project manager: But but the L_C_D_ screen  is a very  well an eye-attracting feature industrial designer: Yeah . user interface: project manager: which shouldn't be shouldn't be user interface: Actually when you are watching the T_V_ , when you are watching anything or listening to them , you hardly care about what is getting displayed here , industrial designer: Oh actually well . user interface: you know ,  you want to  and this gives a protection to the L_C_D_ actually , giving a cover to that actually . user interface: because when it falls down or something it it is it is is is it gives a protec project manager: industrial designer: So the the cost is actually a bit more , it's  it's it's sixteen Francs . project manager: But w industrial designer: But the the main point we we talk about that with our  manufacturer . And they say basically that the S_R_ system would be  something like three Francs per item user interface: Yeah . And  marketing: That's on top of the sixteen , or is it part of that ? industrial designer: No no no , part of that , yeah . user interface: Well  if you we can have if you have new more ideas we can add new more  some more keys if you want to you know project manager: industrial designer: it's too user interface: it it should not be cluttering up everything . marketing: What's this one on the side ? user interface: Ah that's for the it's kind of a L_E_D_ for indicating your battery industrial designer: Locati . project manager: Be before ta talking about the money and what's possible and what is not possible , maybe Anna you can  give our  give us your  marketing: marketing: We just wanna make sure that we've taken into account project manager: Well marketing: Yep . marketing: So it's just a shortlist of criteria on  the things that we've identified as being important to selling the product . marketing:  we just go through these and rate them as a group and then at the end we'll make an evaluation based on that , so just average the score of those items , so These are the things we identified as being important .  the three things were look and feel , innovation and ease of use , were the three important components project manager: marketing:  appealing to the correct demographic so using those things in the right way to appeal to our demographic . And then goin following the company motto , following the fashion trends and putting that into the product as well . So well do you wanna go through and put through those on the the two products now or do we wanna discuss them further and then evaluate them ? project manager: n no why not why not discuss  discuss it now , marketing: Okay . So the first one was really very far below budget , would you want to take the price down of the end product according to that or just have the high profit on it ? 'Cause if we're only going to make it for eight Euros then we have a project manager: well my my personal view is  w when when this one is eight Euros we must think how can we improve it . project manager: And then  w w w you must just see it we can still spend this four and a half Euro marketing: project manager: and to r because th th th the the selling price is already prite fik   quite fixed on twenty five Euros industrial designer: project manager: so we just have to offer as much as as well value for the for the customer  he can have for twenty five Euro . Oh , you following the idea of using the  removable covers on these ? Is that part of both of them or ? project manager:  well w w we can still discuss that . project manager: So  , and together with evaluating this  we we might come with new ideas marketing: project manager:  adding things or  removing  of options because they are too expensive , marketing: project manager: No okay , this is these are the the the latest prices of our production   production unit for several components , industrial designer: project manager: so we can  see whether the the price is is within the twelve Euro  fifty cents  . user interface: project manager: In i in my opinion purely feel is is is very good , is very good in your hand , marketing: marketing: On the scale u it's between functional and fancy basically we're looking at , project manager: So maybe two . Ma ma ma ma maybe say say five marketing: so project manager: I It's my opinion , but I don't know what what user interface: Well I will give it maybe we have anyways the way we have designed it's like the surf as you say marketing: industrial designer: If you press like this not like this then you marketing: No that's the industrial designer: user interface: No . user interface: C can you get the batteries ? No no the battery has fallen down , marketing: Battery's low , isn't it the ink ? user interface: that's i marketing: The b that's the that that one ? user interface: Yeah . industrial designer: But user interface: No no it's not that , it's how to close a battery . marketing: No it's It would still write project manager: Oh it will not marketing: but it wouldn't pick it up with the sensors . marketing: You got a second ? industrial designer: Try a marketing: Well we won't be able to tell . marketing: Because we'll be able to see it still even if it wasn't working , it's just a normal whiteboard marker industrial designer: Yeah , yeah . marketing: it's hard to tell from just the plasticine , project manager: I I I marketing: but project manager: When we want to include I I I'm doubting about this this component . industrial designer: maybe user interface: No actually this is this is not going to protrude actually , marketing: Okay . user interface: it it's n i it is jus industrial designer: It's not a button it's a led , it's a user interface: It's a led actually which which 'll be covering in a curve industrial designer: Ac actually yeah it should be embedded . marketing: 'Cause if people are left handed they want to use the other hand , user interface: Yeah . user interface: No you it it not protruding actually , it will go in better into that marketing: Okay . project manager: Well r r marketing: I'd say two or three for that one , personally . project manager: I think the look is better industrial designer: project manager: but the feel is is is worse . project manager: But w w do you what do you think ? user interface:  it's fine I think . My just that  the feel is that  you right now you you don't see the feel because right  for example if you press it quite inside now like this , now it's embedded one . user interface: This is how embedded one will project manager: Yes , it basically is the same shape . user interface: You will be Except that in this c industrial designer: And the L_C_D_ makes it better . marketing: So , consensus ? Two or three ? project manager: Two ? marketing: Two ? project manager:  . The first one , not really muc industrial designer: Basically there is no innovation in the first one compared to what exists in the market , marketing:  . industrial designer: right ? marketing: Do we user interface: No but except for the design of the surf . marketing: What What features are we actually including ? user interface: You should be rea marketing: Are we including like a location kind of thing like trying to find it ? user interface:  no marketing: There's nothing like that ? user interface: I think it's more of the feel . marketing: But th is there any there's no actual innovation in that at all , it's just a straight-out remote control . project manager: S so that marketing: So there's no this  look and feel thing , though that's not a technological innovation . marketing: So what is it , what are the innovations with this ? Got the L_C_D_ screen . marketing: Is that in this one though ? Is this 'cause this is the Th th there were different options we discussed then , user interface: No , we ha marketing: we discussed the one that was in budget and the one that was out of budget . marketing: So the cost for these were industrial designer: So marketing: what was the cost for the first one ? Eight Euros ? project manager: Eight . Innovation for this one is two ? One ? user interface: It's a two , I would say two . industrial designer: W W un to be one what would do we nee actually , yeah , I don't see project manager: Why it is one . project manager: This this is it w with the speech recognition ? industrial designer: It's using speech recognition , yeah . project manager: Gi given that that it works , marketing: Give it a one ? industrial designer: Yeah , one , yeah . project manager: marketing: Ease of use ? user interface:  industrial designer: So the first one is really standard , marketing:  . industrial designer: so everybody i including our grandmothers can use it , user interface: He is used to it act marketing: Yeah . user interface: though it has more functionality I think it shouldn't be for the user to learn it actually . user interface:  yeah , actually in fact I think it will be industrial designer: One me  we hope user interface: Yeah industrial designer: maybe sometimes people get  scared with the number of buttons . industrial designer: because it's n  it's not like a big one with  one hundred buttons or so , user interface: Yeah it's a project manager: No . user interface: actually the user has to put some effort to do use that actually , marketing: marketing: So three's project manager: What's the next ? marketing:  how well it goes to the target demographic . So we're d we're still thinking twenty to forty year olds ? project manager: So user interface:  . project manager: Twe twenty to forty , yes that's marketing: That's industrial designer: This one would be  for grandmothers .  that's that's something which which has an appeal on this group I think , industrial designer: Yeah that's true . If it was the very bottom price range or it was like between this and another one we did the same thing then I can imagine it being applying to the the demographic project manager: but industrial designer: Yeah . That's it's still Ye project manager:  w w w we after this we can can consider  for instance , making this more attractive to to the demographic marketing:  . 'Cause we have got room , we've got some budget there to add a few things to it , project manager:  . marketing: And project manager: Do you agree ? user interface: I industrial designer: Yeah because it's so important it's i it was written that it really so important , the  the the look and  taking care of its it targets , the right range of people , user interface: Well I think marketing:  . marketing: But it's going to be cheap whatever though , industrial designer: But w user interface: So marketing: it was set with i we've got a set price . user interface: instead of a industrial designer: But for us it's yeah we have a constraint that we need to sell at twenty five Euros . There's nothing that would make me spend an extra k few Euros on that one rather than another one . marketing: and the demokraphi demographic of the second one ? user interface: And the demographics of marketing: It's got the got the the toys in it , it's got the L_C_D_ screen project manager: Yeah tha tha tha tha tha that's marketing: and project manager: I think it's better , marketing:  . project manager: because of the L_C_D_ screen which is really an appeal on the on the on the marketing: Yeah . And if you want to target yeah if we we wish to to sell four millions of this , I think for this audience we need absolutely the L_C_D_ screen . marketing: I think especially if we're gonna n have an L_C_D_ screen on a low range product then that's good . project manager: Because it  , ma maybe that's something to consider , yes , industrial designer: Yeah . user interface: Because then you you have it  d you have lot of things which you can include marketing: Yeah . And especially I guess 'cause this has the speech recognition as well , user interface: for the people to marketing: and that makes it more appealing , it's more of a a new fun toy . project manager: I think industrial designer: Spongy , that means that it goes in in the water . marketing: Well , project manager: marketing: the spongy could be part of the the feel of the buttons as well , user interface: marketing: I know some have you tried the mobile phones that have got the kinda spongy buttons and not not exactly spongy but I'm thinking one of the Nokias that's got like you ca it hasn't got individual buttons industrial designer:  okay . project manager: And the then we can al marketing: Or is it just one industrial designer: Yeah . We can we can consider   is it possible do you think , to to make a cover for s such a phone ?  marketing: Well they make it for mobiles , it can't be that much more complicated . user interface: But why do you want to cover that actually ? In that  w in the mod project manager: Well just with the with the flexible plastic  marketing: So you got the option of having different colours or different textures . project manager: I th I th I think user interface:   y are you sure ? Yeah I think yeah it should be possible like what we do with the mobile phone , yeah . project manager: so Maybe we can but we have to decide it , we can put the the the fancy f look of vegetables for instance , to to these covers marketing: marketing: I think the if we do the cover that's really going with the company's philosophy of having the fashion in in electronics , it lets people have the latest fashion project manager:  . marketing: even next year when fruit and vegetables might be out , you'll still be able to put a new cover on it and then it'll still be in fashion . 'Cause sometimes look at this computer , th this laptop , it's all black , marketing:  . industrial designer: and  it's quite conventional , and sometimes people don't like too much flashy colours like this one presented here . industrial designer: So maybe we could do like in the range the set of what we propose a black one , very standard one , that meets the the requirements of th such people that want really standard  things . project manager:  marketing: Although it is more with the spongy buttons on the  on the other one . project manager: this one has spongy but buttons ? industrial designer: Yeah , the blue one  spongy . marketing: Okay so the average of that is three six nine divided by five , so five  nine by five , one point s eight ? project manager: Just add it . marketing: This one , eleven thirteen nineteen twenty one , divided by five is four point two user interface: Four point  four point two . But we still got a very different price for those two so they're not really comparable yet anyway . project manager: Because , when we choose for this one we have to we have to make it more attractive marketing: marketing: Well it's easier to just make that one cheaper by just taking the speech recognition out . project manager: But I'm now did y did you work with the same prices that I have here ? industrial designer: So I I give yeah I just give a call with the manufacturer  and  I explained them and they told me this could be possible for sixteen Fr Euros . So let's let's try to to model this this phone in this sheet , user interface: It's a it's a normal battery , or user interface: Yeah , it migh It it'll need  more than a conventional one , it won't be  just maybe you might use a A_A_ battery actually . What do you say , Mael ? industrial designer: For this one it's a normal battery . industrial designer: So which one are we talking to ? user interface: Are you talking about this or that ? industrial designer: Well marketing: Either of them . project manager: Oh yes , we are talking about , but they have the same shape , user interface: industrial designer: Is it zero Franc ? user interface: A special colour ? project manager:  special colour , now we leave it to the covers . user interface:  marketing: So now we're either going button or L_C_D_s , L_C_D_ display . marketing: Is that price per unit , or for the whole thing ? project manager: Yeah th now this is per per unit , this number of components . user interface: Yeah , we might need a scroll wheel , right , for that ? industrial designer: No but for this one it's twelve Euro . industrial designer: There are twelve ? project manager: So , one , two , three , four , five , six , seven , eight , nine , user interface: Yeah that's a scroll . project manager: So marketing: So we'd have a special colour , special form and special material on all of them . user interface:  project manager: So I think but th do you agree th that thi industrial designer: Wait a minute , it's not it's not double curved , it's single curved , right ? Because it's there is no like . marketing: But I thought it would be curved on two project manager: Yes I marketing: it's like it's curved on the sides and curved on the top and bottom as well , that's what I thought . project manager: Yes I'm I'm no I'm no I'm not sh sure . industrial designer: Well project manager: Yes I kno undes I understand what you mean , yes . industrial designer: it's you know this curve like this so , it's w there is only is is is there is nothing like y you know in the other stuff there are marketing: You talking about concave curves ? project manager: -huh . industrial designer: So I think we can put  marketing: You think a single curved ? industrial designer: the single curved in the sixteen .  marketing: We have more , we've got those the scroll wheel on the side industrial designer: So marketing: and yeah industrial designer: I had a bad  bad estimation . user interface: Bad estimate , marketing: The sc project manager: W d user interface: right ? project manager: we have we haven't talk about a , but that's no a is very exp inexpensive I believe marketing:  . marketing: We've got a scroll wheel for the volume don't we , or is it some other thing that's not on there . project manager: W ho h is this a scroll wheel or is this a a a sort of button which can be pressed on two sides  so for higher and lower ? industrial designer: No no no . marketing: 'Kay we've only got five minutes left guys so we need to wrap it up pretty fast . industrial designer: Okay , user interface: industrial designer: so based on that , yeah ,  where is the es okay sample speaker user interface: That is the sample sensor and sample speaker . project manager: So  industrial designer: But still , yeah it user interface: We just need that actually . project manager: We're We We could go for the for the for the for the for a simple chip , but then we can't have the the speech recognition , yes ? Yes ? industrial designer: No we cannot , yeah . project manager: So so w when we w a industrial designer: So user interface: S project manager: this would this would be cutting the speech recognition . industrial designer: But the  Yeah but if you have the near the L_C_D_ you can  choose select between  you know like uni universal between audio , T_V_ and V_C_R_ , and this needs a needs a advanced chip . project manager: Transti industrial designer: Right , Matthew ? user interface: Oh I i it industrial designer: Or regular chip ? user interface: I think it's going to be y y industrial designer: I think yeah regular , today we you can do that with regular chip . And what about the number of buttons buttons  my Matthew ? project manager: Yes but that maybe Well we can just say user interface:  industrial designer: project manager: one . project manager: Ca l we are just when we just want to  to cut the number of buttons we have to make seven to to fit in in twelve twelve fifty . industrial designer: But project manager: So is it possible ? marketing: But that's seven basic buttons right , seven buttons without any adds-on , without special colours or form or material . user interface: That'll be then we have  have to ask the user to press it several times . industrial designer: You cannot make a phone to your boss saying twelve fifty is really really low , project manager: user interface: project manager: No no , marketing: Well project manager: he he he I I industrial designer: no ? user interface: marketing: So the L_C_D_ display is is three Francs , sorry three Euros , by itself . industrial designer: And  we don't want to to change that right ? We we really want a L_C_D_ user interface:  project manager: marketing: So twelve Euro fifty , we got two off of the battery , industrial designer: And I dunno marketing: we can't do anything about that , so ten fifty , if we want an L_C_D_ dispra display , that's seven fifty  , so we've got seven fifty to use for the case and for the buttons . marketing: So we're gonna have to scale this down to get within budget , there's no doubt about that . project manager: A industrial designer: So wha what what each of us think about the because it's measure point the L_C_D_ ,  Do you think it's important ? user interface: Or we could even replace them by buttons actually . industrial designer: Because sometimes whe when you watch the T_V_ in fact , you have a big display and maybe you don't need one more in your hands ? I dunno , I'm just asking . project manager:  user interface: A actually it depends , it depends what kind of functionalities you want to add into it , marketing: Yep . user interface: for example if you add two more functionalities then better you add two more buttons , or and you'll have L_C_D_ display which is that is going to bring the cost by two two Euros at least . I think , unless we can really drive these prices down we need to get rid of the L_C_D_ display . user interface: Okay so we can get rid of it industrial designer: Yeah , it's true yeah . What do you think  , L_C_D_ is a major feature , or ? project manager:  . I marketing: For the price , it's gonna be what we can afford , and it's looking like we can't afford the L_C_D_ display , there's no way we can get it in there . project manager: I think we have to come to a decision now , just I I think we we what we just do i is vote about the  the L_C_D_  display marketing: project manager: so industrial designer: You assume , you want a democratic voyt vote , project manager: Yes . project manager: S so who thinks the the L_C_D_ disply display should be i should be in it ? marketing: I th I'd like t it to be in but I can't see it happening . user interface: Yeah but the only thing is that what is the multiple functionalities you want to include with that . project manager: So   having an L_C_D_ s display is just   have very very limited amount of buttons . user interface: W I I I just project manager: So hav hav having seven buttons , instead of twelve . industrial designer: Because one yeah th show me that  actually we could in fact we move these three buttons and have three  possibilities for each of the three here . user interface: No , it's okay , you  cut the L_C_D_ screen project manager: Just user interface: and introduce two more buttons . So L_C_D_'s out , is speech rec out now ? We've industrial designer: The speech recognition is out . project manager: Okay w we now we can just  marketing: So are we basically back to the original one now , back to the first version ? Which turns out to be on budget exactly , pretty much . Well that's that's project manager: My m my supervisor will be glad that it's fifty cents cheaper than he expected . marketing: and see if we can drive the prices down to add a few more things in but that's all we can do with the restrictions we have at the moment


So I will first start with a warm welcome opening stuff , user interface: project manager: then  we will  see what will be  our product and what will be the different step we will have to design it . And  then we will  discuss if we have few ideas and we will  end  by  dispatching the different task you will be you will have to fulfil to complete this process .  , you said twenty-five minutes , but I have something else to do  , so gotta have another meeting  soon , project manager: user interface: so maybe you could hurry up a bit project manager: sorry ? user interface: It's true . I have another meeting so if you could  project manager: You have another meeting soon ? user interface: Yeah . project manager: So the the goal is to have a remote control so to have an advantage over our competitors we have to be original , we have to be trendy and we have to also try to be user-friendly . So the functional design is to identify the main user needs , the technical function the remote control should fulfil . And then we will move to f conceptual design where we'll specify the different component involved , what kind of user interf interface we want and what are the different  trend in user interface and stuff like that . industrial designer: project manager: And then the desired devi design will consist in  specifically implementing and detailing the choice we've  made in the second point . So I will now ask you which is very important for the design of a new remote control for to  each of us to to draw  your favourite animal on the white board . project manager: Do you have any idea of which animal you want to show us ? user interface: Orangutan . industrial designer: user interface: industrial designer: No no n project manager: n n user interface: Can I give you the project manager: You should user interface: no ? But I don't have to say anything . user interface: industrial designer: marketing: user interface: It's an abstract drawing of an orangutan . Usually orangutans have red hair so this is a very important but I don't have red pen , so project manager: Okay . project manager: marketing: This project manager: Of course your animal is recorded so it's not lost . project manager: marketing: user interface: industrial designer: marketing: user interface: project manager: Is this  user interface: Wha what is this strange beast ? marketing: Is it beautiful ? project manager: industrial designer: user interface: Is it a monster ? project manager: marketing: Do you know ? It's a cat . user interface: It's a cat ? industrial designer: marketing: Isn't it ? user interface: I thought these things did not exist . Olivier , do you want to industrial designer: And you I think I'm too short for the cables . marketing: project manager: Okay I go , but next time you'll do something I'm sure . I don't know if it looks like a cow user interface: He looks like a bong . marketing: project manager: I dunno it it looks more like a donkey in fact I would say . That is to say to to have a production cost lower than twelve point five Euros and have a selling price of twice that price t in order to target a profe profit of  fifty  million Euros . user interface: I is there a matter for a new remote control ? project manager: Yeah if it's trendy , original I d fulfil the user needs . user interface: Is it  a single device remote control or is it a multi-device remote control ? project manager: We have to discuss that point . user interface: Ah project manager: On user interface: this is not defined at all ? project manager: yeah you you can suggest points like this . So what's what are your ideas about that ? user interface: project manager: Maybe I can have the your opinion from the marketing side ? user interface: Well  do we sell other stuff ?  if if we bundle the remote control with something  to sell then it could be a single device , otherwise it could be programmable one otherwise who would buy a remote control from us . project manager: Okay , so if it selled  by its own i it it would rather be for multiple device . And  do you have any ideas  of  design ideas or any   technical requirement we we should  fulfil ? industrial designer: I think we shouldn't have too many b for my part . user interface: project manager: And do you have it also to be to be lighted in order to be used in the dark ? Might be a good idea . And do you have any  any  idea of the trend the trend in domain , what it shouldn't it should look like , or things like that ? industrial designer: Something which is not squarey maybe  , not a box . project manager: And also it have , i it may be it may be important for the remote control to be  To , to resist to various shocks that can happen if it fall . industrial designer: And I think we should have a device project manager: Maybe it is original because you can  use it in your  in your bath whereas the others can't . marketing: project manager: Havin having a water-proof remote control so that the people can  use it in their bath . project manager: That could be  user interface: B it seems  so , but  if you don't have an waterproof remote control it means you can just cover it with some plastic and you can sort of f project manager: Yeah but , it is still something  you have to buy and that is  not maybe very user interface: And , and that's one of the that's one of the shock  there are people that have a remote control and they are worried that it's going to break and they put some extra plastic around it . project manager: Yeah , mayb B user interface: That's people they actually do it themselves . project manager: But maybe we can bulk it with  already this plastic thing and  the waterproof  stuff as well . Maybe we can sell  all that together , so so plastic protection and  and a waterproof box as well . project manager: Optional or selled with it ? industrial designer: And I I think we should have something , most of the time I I lose my remote control . industrial designer: We should have s  special bu button on the T_V_ to make the remote control beeping . user interface: That's that's quite cool , but  of course we you don't normally need  any audio  recording stuff on your remote control right ? project manager: Yeah d d  . I think I like the idea , but I'm not sure about the what you , project manager: Yeah . We have to ask user interface: who is giving who's giving who's giving our budget . project manager: So so I will ask the Industrial Designer to find out more about this industrial design so any working any working function we have discussed . project manager: So then I will ask the User Interf Interface Designer to to think about the point we discussed like the number of buttons , the the fact that is lighted or not , things like that , and what would be convenient for the user . project manager: And also  I will ask the Market Expert to  try to find out what are the absolute requirements , what is absolutely needed in a remote control  for the user . And then  I will  just ask you to think about that and  look at your mail because you will receive  some good advice soon . user interface: marketing: Thank you user interface: so we come back in five minutes ? Half an hour . You eat it ? Does it move  ? Okay , but I don't know if it  is still correctly  We'll see