Business Factor Product Design: Balancing Consistency and Differentiation

ABB is expanding its portfolio in the areas of building automation and smart home technologies. In order to refine the design language and ensure the intuitive and seamless integration of solutions for both professional and private users, the role of Global Head of Design, Building and Home Automation Solutions at ABB has been established. Since October 2023, Stephan Merkle has been responsible for the cross-portfolio definition of product experiences, working closely with Industrial Design, UX/UI Design, and Experience Strategy departments. In this interview, the designer and innovation strategist share why customer-centric thinking is crucial to his work and discusses future trends he anticipates in the smart home sector.

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The American architect Louis Henry Sullivan (1856–1924) inspired many generations of designers with the maxim "Form follows function." What defines good design for you and how do you and your team implement it?

Stephan Merkle: This principle originated from a less digital world with different motivations. However, the principle still holds relevance today, especially when defining function and product appearance as fulfilling customer needs. The development of our products is driven by the customer's demand for high aesthetic quality, while also requiring the core complexity of our systems to be accessible and intuitive. In short: Beautiful things alone will not succeed if they are not equally functional and easy to use and install. Questions such as "Who is it intended for?", "What requirements should it meet?", and "How will it be integrated into the overall system?" are always at the forefront of our development process. Solutions may involve the design of hardware, digital offerings, or service provisions, depending on the specific case. This complexity is what makes this field of work so appealing, as each project must be approached anew. Depending on the problem, we determine whether to pursue agile and cross-departmental solution development with a single design discipline or to consider broader aspects of the customer journey as a multidisciplinary design team, enabling digital product experiences alongside hardware.

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How do the expectations of certain user groups differ, and what strategies are derived from them?

Stephan Merkle: For any product that requires physical installation, work efficiency is crucial. Therefore, an electrician focuses on smooth processes from procurement through installation and commissioning to maintenance. To meet this demand, it is important to be perceived as a holistic provider, where all necessary components for a project can be obtained with just one contact. If our product impresses not only with installation speed but also with approachable sales and fast service response times, this increases the likelihood of it being recommended by end customers. For these customers, in addition to aesthetics and price, functionality, ease of use, and futureproofing are particularly important. Therefore, we interconnect in the design process interdisciplinarity, with design, development, product management, and sales closely collaborating. At ABB, design is always understood and lived as an integral part of the value creation team, contributing decisively to market differentiation and becoming a business factor.

How would you describe the design of ABB?

Stephan Merkle: An essential function of design is brand differentiation, which creates a unique and unmistakable image in the user's perception. With a focus on various target groups, ABB positions itself as a leading technology company in electrification and automation, aiming to enable a more sustainable and resource-efficient future, reflected in the design of our solutions. We aim for a high standard of aesthetic and harmonious product landscapes, without neglecting the requirements of electrical trade and commerce. Within our product lines, the recognition of design consistency is crucial. As one of the main interaction points with the building, our touch panels, light switches, and sockets represent the visible embodiment of building technology. Therefore, on an aesthetic-stylistic level, the goal is to create a harmonious, building-appropriate image that allows the perception of all individual solutions as part of a larger whole. From this, the objective of the entire interaction principle in the house with control elements such as intelligent door communication, switches, and touch panels derives, which must be operated across devices with the same logic.

According to the iF Design Trend Report 2023, the megatrends "seamless living" and "the smartphone as a trendsetter" will significantly influence the design world. What vision do you pursue in the coming years?

Stephan Merkle: The smartphone has profoundly shaped our forms of interaction with technology and associated expectations. We assume that touching control elements triggers certain functions without delay, keeping us informed with status messages on the go and enabling us to be functional anytime, anywhere. Our systems must measure up to these standards of reactivity and connectivity. However, when we look at new trends like wearables or AI-based solutions, which can perform certain actions in our lives independently and support our needs, it becomes clear that time does not stand still. Therefore, to continuously create value for customers, such as high security, constantly redefined user comfort, and pioneering energy efficiency, it is necessary to further develop communication with the system and enable new functionalities valued by users, based on networking, sensors, and various data points. This trend highlights the need for a holistically structured product development process, in which different disciplines collaborate to set new standards.

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Let's conclude by discussing the exhibition of your design department at Light + Building. What can visitors expect there?

Stephan Merkle: In addition to various themed areas covering everything from smart homes and building automation to the Smarter City, there will also be a dedicated design space. The space, kept in matte black, has the appearance of a gallery and aims to convey to visitors the pivotal role that designing product experiences has always played for the company and brand positioning. With the booth concept, we aim not only to inform about product innovations and highlights but also to provide insights into our approach and convey the passion that goes into our work. For example, we demonstrate how we align our products with trends in terms of materiality, color selection, and surface texture to meet the requirements of architects and builders, as well as integrate the needs of craftsmen and retailers. Sustainability is a central theme for us and part of our corporate strategy. We showcase how we have implemented the use of recycled materials in our Busch-art linear® switch series, making a significant contribution to conserving our resources. To illustrate the importance of overarching control concepts and connectivity, we invite visitors to explore the interaction principles of different touchpoints – from control panels to smartphones – using the exhibits.