Who’s involved and how do they work together?
Just as his process is fluid and inclusive, as is how the teams work together. ‘You want everyone from every stage involved’ urges Tim.
‘Engineering should be part of the design process, design part of the engineering process, etc – swapping stuff back and forth between us’ explains Tim. For although their different skills, expertise and experience between the different teams, Tim emphasises that they’re ‘unified by the same purpose.’
What’s the purpose? The product purpose might be different for each product, but the fundamental design goal for all products is to deliver an amazing product, at the right price for the customer.
'We focus on the people who use that product – who’s buying it, who’s living with it. We remove our own personal motivations and remember whose situation we want to improve.’ For ‘improving the situation’ with each product is what true innovation is to Tim.
