Why complex products need designers to help keep things simple
Oscar Daws, Managing Director at Tone Product Design, argues that design ‘bridges the gap’ between technology and people – and is essential to the success of innovative new products.
As products become ever more technically complex, the importance of implementing a thorough user-centred design process when developing cutting-edge technology is becoming increasingly crucial. Despite this, design is often undervalued and misunderstood, frequently perceived as a superficial layer of aesthetic enhancement rather than a functional necessity. This perception needs to change for users to see the maximum benefits of this tech while ensuring safety, usability and effectiveness.
It’s a misconception that ignores an essential point: technological innovation alone does not guarantee a successful product. No matter how advanced a device may be, it can’t serve its purpose if it isn’t accessible, intuitive and desirable for its users.
In the rush to solve complex engineering challenges, companies often overlook the end user, which can result in commercial risks. Products that are brilliantly engineered can still lead to user errors, missed commercial opportunities, customer dissatisfaction and unmet user needs. Therefore, design must be seen as more than a superficial layer – it’s essential for usability, accessibility, risk mitigation and value creation.
In sectors like healthcare, where stakes are high, effective design ensures that products maximise their potential while minimising risks. It’s not just about looking good; it’s about creating solutions that healthcare professionals and patients can trust, use easily and rely on for critical outcomes.
User-centred design approach:
Addressing design flaws, recalls and misuse
Taking the medical sector as an example, research has shown the significant role usability flaws play in ‘serious adverse events’, including death, hospitalisation and misdiagnosis. Many of these issues could have been avoided with a greater focus on the end user and design, such as clearer user interfaces, improved ergonomics and simplified operations. When user experience is overlooked, even the most sophisticated technology can be undermined, leading to misuse, errors and potential legal liabilities.
Incorporating user-centred design thinking early in the development process allows companies to identify and resolve usability issues before they become significant problems, and this approach can ultimately improve product effectiveness. Early design integration also aligns with a proactive approach to risk management, as products that are designed with the end user in mind at the start should see fewer incidents of misuse and safety challenges.
The advantages of integrating user-centred design go beyond risk and safety – they can also lead to substantial commercial gains. Product development programmes are expensive, so it pays to spend time early on experimenting with different concepts to find out what resonates most strongly with customers – and gather critical early feedback that will underpin the direction of the programme. Furthermore ease of use, accessibility and attractiveness are all important factors in user satisfaction, which will ultimately help drive market success.
Combining engineering and design excellence
Companies that successfully merge engineering excellence with real-world usability stand out. They can differentiate themselves by demonstrating how design improves the user experience and mitigates risks, positioning it as a strategic component of commercial success.
Designers approach this challenge by deeply understanding user needs and carefully studying how products fit into their environments. The aim is to ensure that even the most advanced products are approachable and straightforward for first-time users. By collaborating with stakeholders and conducting hands-on testing, designers can transform complex, high-precision systems into intuitive tools that seamlessly integrate into people’s lives.
Integrating with other departments
Ultimately, the success of a product hinges not only on engineering excellence, but on bridging the gap between technological advancement and user experience. When design is prioritised throughout development, products become not only innovative but also accessible, safe and effective for all stakeholders involved.
In order to achieve this effectively, however, designers need to work hand in hand with other disciplines. From strategy to manufacture to customer support, an integrated and collaborative approach offers the opportunity for members of the business who aren’t typically involved in product development to contribute valuable insights that invariably improve the end result.
Embedding design within multiple departments encourages a culture of creativity and innovation throughout the organisation. It’s important to recognise that everything we create – whether it’s a product, service, or experience – involves an element of design. By prioritising the needs of the end user, iterating frequently, validating assumptions early and emphasising quality, these principles can elevate any process or outcome they are applied to.
Overcoming complexity through design
Designing complex products comes with unique challenges, especially when the use cases are unfamiliar. Designers often lack direct experience with the specific processes or environments their products are intended to support. To overcome this, contextual observation and engagement are crucial. While designers don’t need to become subject-matter experts, they must understand the technology, the user’s motivations and the broader context in which the product will be used.
A critical aspect of this approach is regular hands-on experience with the product. Design teams that engage with the devices themselves gain valuable insights into user pain points and workflows – and this forms a critical part of Tone Product Design’s process. But the focus shouldn’t solely be on the first-time experience. Unlike simple consumer products that may only require a one-off interaction, more complex products like med-tech devices or professional tools are often used repeatedly. Designers must therefore learn from both internal and external repeat users to identify how the product is being used over time and to adapt designs to support efficient, ongoing use.
The limits of design
Despite the benefits design can bring, it is not a magic bullet. If designers are brought in late to the process, their ability to improve the user experience and mitigate user-related risks will naturally be more limited.
Designers must remain realistic about the impact of design – it’s easy to assume that applying design methodologies guarantees success, but this isn’t always true. Errors can still occur and other departments may achieve excellent results using different processes. Acknowledging this helps maintain a balanced perspective on the role of design within a broader context.
That’s why designers must be honest about where and when they provide the most value. It’s about representing the user. Amazon famously reserves a seat in every meeting for the customer. Although the chair remains empty, it is a stark visual reminder to remember the customer experience. When done properly, designers should be able to occupy that seat and explain how the team can achieve an end product that end users will love. Design is a team sport, and by bridging the gap between advanced technology and user needs, companies can unlock new opportunities for innovation, value creation and excellence.
