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Ed Moltzen
The Chart
September 14, 2006
If you listen to or read PC executives lately, you'll likely hear them talk more and more about the importance of design. It's as if they believe the "killer design" is replacing the "killer app" as a key differentiator in the marketplace.

Lenovo design executives recently began blogging about their work, and Lenovo's David Hill wrote this:

Several years ago my team spent considerable energy'inventing the perfect TrackPoint cap. What we learned from this exercise is that there is no such thing. Choice is what's important. People's fingers are as unique as the task they are trying to accomplish.

Hill then asks for readers to vote on their favorite TrackPoint cap/pointing device. It's a choice between "classic dome," "soft dome," "soft rim," "touchpad" or "mouse." (There is no choice for "The one my IT department handed me.")

To a potentially unnerved commenter on the blog, Hill adds:

Don't panic, nobody is even remotely talking about removing the TrackPoint from ThinkPad. To me this would be the equivalent of Ruffles removing ridges! Agreed on the usability/productivity enhancement.

How important is design? To Lenovo rival Dell, it's one of the two critical elements the company is talking about with regard to its "Dell 2.0" initiative. Dell CEO Kevin Rollins, at the company's "Tech Day" this week in New York, said:

Our customers are increasingly growing sensitive to industrial design, to usability...We don't design products only to be cool. Our gaol is to design cool products that meet the needs of our customers.

Dell is expanding its industrial design team into a global unit this year, and will study usability trends worldwide, he said.

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