INDUSTRIAL DESIGNERS: don’t just engineer the product

I see this constantly with hardware startups. A great engineer solved every technical problem. The product works perfectly, but looks like it escaped the lab.

Exposed fasteners, because serviceable. Sharp edges, because rounding adds cost. Vents wherever thermal management needed them. Every decision optimized for function, zero consideration for usability or desire.

Engineers solve technical problems. Designers solve human problems. Most startups only have one, and it shows.

The founder knows something is wrong. They see the gap against competitors. But the engineer insists everything is optimized and they lack language to push back.

Here's the language - this works, but nobody will want to use it. Function gets you to launch. Design gets you to purchase. You need both.

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