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I that some, many people think about styling, good design,
they think about the box, which is on the outside.
But, quite often, good design, well- considered design, goes much deeper.
And you could take a product like this, for example.
This here happens to be a battery pack for a little device
which sits by your heart,
and that's actually before you have a heart transplant,
it's got a little pacemaker in here, which this battery keep pulsing through.
And so the user interface for this, for example, needs to be very, very clear.
You need to be able to understand when the battery needs to be replaced,
I need to understand how I replace the battery and, of course,
during the process of changing the battery,
it needs to be pretty reassuring –
I don’t want to sort of take this battery out and then think,
"oh, does my heart stop for a little while?"
So, I think it's things like that which sort of really demonstrate
that good design has to be well thought through.