Interview with designer nicola butti - BUTTIstile design (nb), regarding views on design, and for the award-winning design Vinno 80 High End Ultrasound Scanner.

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Interview with nicola butti - BUTTIstile design at Tuesday 12th of March 2013: DI: What is the main principle, idea and inspiration behind your design?
nb : clean, pure, functional and emotional

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
nb : my team wanted to create a new language for VINNO's first product: we established a family feeling that has already been defined as "game changer" by the industry main players. Mission achieved.

DI: What are your future plans for this award winning design?
nb : VINNO has started the manufacturing and they're looking for distributors worldwide, by attending the most prestigious exhibitions (including Vienna ECR - just finished)

DI: How long did it take you to design this particular concept?
nb : 12 months, from design brief to engineering

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
nb : commissioned by VINNO Technology (Suzhou) Co., Ltd

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
nb : manufactured by VINNO

DI: What made you design this particular type of work?
nb : VINNO's vision: to bring INNOVATION to the world of ultrasound imaging

DI: Where there any other designs and/or designers that helped the influence the design of your work?
nb : the final result is mostly the fruit of BUTTIstile team's hard work: including VINNO's boss and the whole team of engineers

DI: Who is the target customer for his design?
nb : mixed

DI: What sets this design apart from other similar or resembling concepts?
nb : performance, usability and look, price

DI: How did you come up with the name for this design? What does it mean?
nb : Customer's marketing strategy. VINNO= Vision (in) INNOvation

DI: Which design tools did you use when you were working on this project?
nb : multiple

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
nb : special thanks to: Yoyo, Mika, Panda, James, Peter, Sean, Omena, Johnson, Jasper, Winnie and more!

DI: What is the role of technology in this particular design?
nb : we got some inspiration from A-class surfacing that is usually only applied in the automotive business

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
nb : field research, marketing and sales teams feedback, and the various prototypes have been tested and evaluated in different clinics worldwide

DI: What are some of the challenges you faced during the design/realization of your concept?
nb : so many! mostly regarding the design of the keyboard and the U.I.: interaction design

DI: How did you decide to submit your design to an international design competition?
nb : 1. I believed we could WIN. And we did. 2. VINNO is a young brand, it needs exposure

DI: What did you learn or how did you improve yourself during the designing of this work?
nb : I learnt that the best customer can push you to new and higher limits. Thanks VINNO.