...mentally and physically, products that match the way we are, the way we act, and the way we think, products that follow human logic and not the logic of the technology. Products that are intuitive. These features of products are not yet common.

There is competitive advantage in making products that people find easier to use. Phones that require fewer key presses to recall a number, toothbrushes that fit better in the mouth, software that does not require training - all make stronger impacts in the marketplace.

Intuitive products are created by design - using an understanding of people, and mapping that understanding onto the product.

Our approach is to work with our client, as part of their design team, to understand their customer requirements by answering questions:

Who are your customers? What are they like? What do they want? What do they expect? What do they need? How and where will they use this product?
We draw upon human sciences: anthropometry, psychology, biomechanics, anatomy and physiology...	... to help the design team to prioritise the important human factors and respond to the the demands and challenges as they arise during the design process.

By understanding people, their behaviour and experience, and helping designers to interpret this information, our consultants help create things that are easier to use, safer and more satisfying. Our consultants are professionally qualified and members of the Ergonomics Society.

Application areas include:

• Retail
• Aerospace & military
• Emergency services
• Seating
• Airlines
• Healthcare
• Design for disabled people
• Telecommunications
• Information technology
• Banking