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(Journalist) Design is not just
about how things look,

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it's about how they act,

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how you experience them

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and whether you
love them enough

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to keep using them.

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And that's
increasingly true

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when it comes to tech.

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Astro Studios
in San Francisco,

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has brought great design

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to lots
of consumer products.

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Its biggest hit though

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is the gadget
that arguably

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launched the wearables
category,

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the Nike FuelBand.

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(Brett Lovelady) Design is, you know
-- we're the translators,

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you know, we really are 
the people that take the conversation,

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and turn it
into tangible vision

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and then that tangible
vision,

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commercialise it.

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So as we sat there (check)
on the fuel band,

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we'd spent a lot
of time with Nike,

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exploring how do you
motivate people to be active.

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We used
a lot of design skills,

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models, prototyping,
illustrations,

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story-boarding.

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Early on, for example,

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we might do something
that's more experimental.

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This happens to be a
hard 3D printed product.

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We went and looked at this
and say ok,

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how am I going to interact
with this differently,


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than with, say, something that is more,
you know, sleek and small.

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What's the tradeoff?

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In this case, we made room to put
in the hard pieces

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with the soft pieces
that are more plieable.

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Then they started to take
on more form, over time

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to eventually start to look and feel
like the real thing.

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We designed the clock
for example, you know,

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like how many different kinds of 
communication go into it.

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You might mark it like a Fuel aesthetic,
(check)

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for example, like little fuel gauge.

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And there was a whole bunch of things
we wanted this product to do.

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Through dialogue and experimentation
and prototyping,

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We whittled it down to being 
just a few things really well.

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Over all, I think the Fuel Band
captured one of things

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that's great about
successful products.

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It's a blend of
technology information,

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fashion and personality. ////

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Out of that,
a lot of people

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came in and said,
Hey you know what;

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the differentiator
is design,

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the perspective on who it
is we're designing for.

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As design
gets more important,

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it has to be part
of any new company

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from the ground up.

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In Silicon Valley,
that means

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a venture capital fund

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where the tech
isn't everything.

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Designer Fund is
dedicated to helping

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businesses
grow with design

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at their core.

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One of the growing trends
that we observed

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is the number of billion
dollar companies,

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co-foundered by designers
within the last 10 years,

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including AirBNB,

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Interests, Instagram,

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Square, Kick Starter.

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I think there's something
really special

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when,

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design including
technology in business

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all come together.

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Every little touch point

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is an opportunity
to delight someone,

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to bring joy
into their lives,

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to enrich the families
of friends.

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So companies
that understand how to do that,

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will continue
to really innovate

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and grow in ways that

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we haven't seen other
companies before.

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I've always believed
that design should be

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leading the conversation.

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When you've got a lot
of the same wires

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and bits and plastics

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and whatever the physical
and tangible materials are,

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design is what's going
to put them

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into a unique context
that will either be

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perfect
for a certain user,

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demographic, use

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or brand.

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Wearables are probably

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the current best example
of how physical design,

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combined with a great
experience,

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can inspire loyalty

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and even love.

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And the companies,

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who get that balance
right, are the ones,

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who are going to win. (
Music in background)

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Watches and wearables

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are moving
to that same space

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of shoes and purses
and hats.

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Not a lot of people
have integrated

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that with technology,

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so I think we're
a going to learn a lot

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in the next few years,
as to what really sticks

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and what the churn
of replacement

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might be in this space.