At the beginning of 2007 the executive team at Air New Zealand set down a challenge to the project team to design a customer-driven innovation approach to the design of the pending 777-300ER aircraft. While the research insights, user needs and segmentation were used across all aspects of the long-haul program, designing for just two universal traveler needs, instead of individuals, opened up opportunities for experiences never before seen on an aircraft.

The Windows Phone 7 was built around the idea that the end user is king. The design team began by defining and understanding the people who would use this phone. It was convinced that there could be a better user experience for a phone, one that revolves more around who the users are rather than what they do. The Windows Phone 7 lets users quickly get in, get out and back to their lives.

Speed-Sheet is a disposable patient transfer and barrier sheet for use by emergency medical services, fire departments and emergency response units. It lies inert under a patient at all times (serving as a fluid barrier protection between the patient and the mattress) and transforms into a low-friction transfer aid when the patient is laterally transferred to another surface.

"Strikingly simple solution to a weighty problem, with immediate benefits for healthcare workers"- Duncan Trevor-Wilson, Global Design Manager for Emerging Markets, GE healthcare in Shanghai

People today are using mobile computers more than ever, yet they still want comfort and control when using them. The Microsoft Arc Touch Mouse was designed to deliver on that challenge. It goes from flat to curved in one simple movement, so working on the go is easier than ever. At less than 15 millimeters thick at its widest point, it easily slips into a bag, purse or pocket for ultimate portability.

In the Science Storms exhibit at the Museum of Science and Industry, visitors of all ages interact with dynamic large-scale experiments that explore the science behind nature’s most powerful phenomena: tornadoes, lightning, fire, tsunamis, sunlight, avalanches and atoms. By doing as well as seeing, visitors find themselves immersed in the adventure of experimental science and in the imaginative and creative role of scientists.

The interactive exhibition Splash! How Good Water Works draws attention to the more than 1,800 gallons of water consumed by Californians each day. A playful scenography stages 10 problems and 10 solutions using print, video and sound in order to help visitors experience the actual and virtual presence of water in the products and services they use every day, such as steaks, t-shirts and light bulbs.

“Splash showcases the negative aspects of water waste, but it is demonstrated in a simple, playful, and quite powerful way.” – Lance Hussey, IDSA, Vice President and Creative Director