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One of the things that you find with any existing products
is that they tend to have been designed more around the engineering
than around what users need.
A typical example might be a ticket machine,
where the coin slot has to be a certain height
for the coin to have the travel that's needed for the machine mechanism.
But there are many cases now where we're not so constrained by engineering,
where we can develop the product configuration to suit user's needs.
So, what we can do is start with the user's experience
and build that experience for the user into the new product
by developing the product configuration and the technology to support it.