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(Journalist) Design is not just[br]about how things look,

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it's about how they act,

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how you experience them

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and whether you[br]love them enough

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to keep using them.

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And that's[br]increasingly true

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when it comes to tech.

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Astro Studios[br]in San Francisco,

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has brought great design

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to lots[br]of consumer products.

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Its biggest hit though

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is the gadget[br]that arguably

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launched the wearables[br]category,

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the Nike FuelBand.

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(Brett Lovelady) Design is, you know[br]-- we're the translators,

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you know, we really are [br]the people that take the conversation,

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and turn it[br]into tangible vision

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and then that tangible[br]vision,

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commercialise it.

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So as we sat there (check)[br]on the fuel band,

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we'd spent a lot[br]of time with Nike,

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exploring how do you[br]motivate people to be active.

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We used[br]a lot of design skills,

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models, prototyping,[br]illustrations,

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story-boarding.

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Early on, for example,

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we might do something[br]that's more experimental.

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This happens to be a[br]hard 3D printed product.

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We went and looked at this[br]and say ok,

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how am I going to interact[br]with this differently,[br]

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than with, say, something that is more,[br]you know, sleek and small.

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What's the tradeoff?

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In this case, we made room to put[br]in the hard pieces

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with the soft pieces[br]that are more plieable.

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Then they started to take[br]on more form, over time

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to eventually start to look and feel[br]like the real thing.

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We designed the clock[br]for example, you know,

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like how many different kinds of [br]communication go into it.

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You might mark it like a Fuel aesthetic,[br](check)

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for example, like little fuel gauge.

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And there was a whole bunch of things[br]we wanted this product to do.

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Through dialogue and experimentation[br]and prototyping,

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We whittled it down to being [br]just a few things really well.

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Over all, I think the Fuel Band[br]captured one of things

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that's great about[br]successful products.

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It's a blend of[br]technology information,

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fashion and personality. ////

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Out of that,[br]a lot of people

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came in and said,[br]Hey you know what;

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the differentiator[br]is design,

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the perspective on who it[br]is we're designing for.

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As design[br]gets more important,

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it has to be part[br]of any new company

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from the ground up.

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In Silicon Valley,[br]that means

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a venture capital fund

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where the tech[br]isn't everything.

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Designer Fund is[br]dedicated to helping

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businesses[br]grow with design

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at their core.

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One of the growing trends[br]that we observed

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is the number of billion[br]dollar companies,

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co-foundered by designers[br]within the last 10 years,

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including AirBNB,

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Interests, Instagram,

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Square, Kick Starter.

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I think there's something[br]really special

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when,

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design including[br]technology in business

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all come together.

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Every little touch point

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is an opportunity[br]to delight someone,

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to bring joy[br]into their lives,

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to enrich the families[br]of friends.

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So companies[br]that understand how to do that,

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will continue[br]to really innovate

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and grow in ways that

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we haven't seen other[br]companies before.

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I've always believed[br]that design should be

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leading the conversation.

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When you've got a lot[br]of the same wires

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and bits and plastics

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and whatever the physical[br]and tangible materials are,

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design is what's going[br]to put them

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into a unique context[br]that will either be

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perfect[br]for a certain user,

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demographic, use

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or brand.

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Wearables are probably

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the current best example[br]of how physical design,

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combined with a great[br]experience,

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can inspire loyalty

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and even love.

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And the companies,

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who get that balance[br]right, are the ones,

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who are going to win. ([br]Music in background)

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Watches and wearables

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are moving[br]to that same space

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of shoes and purses[br]and hats.

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Not a lot of people[br]have integrated

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that with technology,

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so I think we're[br]a going to learn a lot

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in the next few years,[br]as to what really sticks

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and what the churn[br]of replacement

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might be in this space.