Evaluating technically-advanced products

Ashitomi: Because of the technically advanced nature of medical devices and industrial equipment in this unit, we have welcomed Mr. Ishikawa, who specializes in preventative medicine, and Mr. Murakami, a design engineering researcher, in addition to Mr. Shigeno and myself specializing in product design to evaluate the products. The design in this field cannot be considered "good" just because the shape and color look nice. Taking medical devises as an example, they have to be of excellent quality for the doctors that use them as well as the patients. Especially for products that require technical knowledge in the evaluation process, we invited the applicants for a preliminary review between the first and second screenings to delve deeper into the details.

Many products in 2019 demonstrated impressive designs and seven entries from our unit were selected for Best 100. Here are the judges' insights for those seven products.

Diagnostic Kit [Rapid Diagnostic Kit for Tuberculosis] (GOOD DESIGN GRAND AWARD)

What is excellent about this diagnostic kit that received the Good Design Grand Award is that it applies the technology and know-how that Fujifilm already possessed. Tuberculosis is rare in Japan but it is a life-threatening infectious disease still common in developing countries. According to WHO, 10 million people got infected in 2017, 1.7 million of which lost their lives. Utilizing the company's silver amplification technology applied in photographic development, this simple kit offers developing countries an easy way to check the presence or absence of tuberculosis bacteria in the people.

This type of medical tool is designed to be thrown away after single use. Fujifilm's packaging know-how accumulated for its popular disposable camera "Utsurun Desu" is beautifully applied in this product. We think it is wonderful that the company has utilized the technology accumulated in the years when film cameras were popular. We were also impressed with the fact that the company's technological know-how is put to use to contribute to the society.

Ultrasound Diagnostic Imaging Equipment [FUJIFILM iViz air] (GOOD DESIGN GOLD AWARD)

FUJIFILM iViz air is another product from Fujifilm that has won the Good Design Gold Award. Conventional ultrasound imaging equipment has a probe that is connected with a cable to the main body that indicates the results. The biggest feature of this product is that the connection is wireless. Compact and wireless, it offers a groundbreaking maneuverability for at-home medical care and home-visit nursing. The intuitive interface allows for anyone to use easily regardless of the level of training. It is extremely well-designed as a whole.

Rice Transplanter [NAVIWEL NW8S] (GOOD FOCUS AWARD [ Design of Community Development])

This rice planting machine from Kubota won the Good Focus Award [Design of Community Development]. Appearing pretty much the same as a conventional model, it was highly praised for introducing the next-generation agricultural machinery equipped with ICT competencies. Since the production volume of rice in Japan is on a steady decline, farmers are faced with the challenge of efficiently growing high-quality rice. The ICT capabilities has allowed this rice planter to plant seedlings in appropriate intervals, control the amount of fertilizers and carry exactly what it needs. Anyone can operate the machinery for optimal performance.

Root Canal Camera [nanopict] (GOOD DESIGN BEST100)

This root canal camera from Yoshida Dental Manufacturing was selected for the Good Design Best 100. When treating cavities, a dental procedure called pulpectomy is performed to remove the nerve or pulp tissue. If bacteria is present when filling the cavity, it could cause a major infection. In order to avoid such complications, this dental tool is used to visually evaluate the inside of the root canal. The ultra-fine flexible fiber with a diameter of 0.44 mm reaches deep within the tooth along the root canal, giving the clinician a clear visual of the inside. Causing no pain to the patients and offering a compact and effortless maneuverability for the dentists, it is an excellent design that benefits everyone involved.

Milling Machine for Dental [CE-TOWER MD-500] (GOOD DESIGN BEST100)

Next is the dental milling machine from Canon, which was selected for the Good Design Best 100. Conventional models required technicians to use the machine partway and then complete the detailed finish by hand. This high-precision milling machine requires no hand finishing. In addition to the compact and streamlined look with consideration to the installation location, it is exceptionally designed for the users in mind.

Laboratory Bench [savanna+] (GOOD DESIGN BEST100)

This laboratory bench savanna+ from Dalton Corporation was selected for the Good Design Best 100. Laboratory benches are desks used at research facilities. In Japan, researchers are often crammed in their own rooms to devote themselves in research. There is a concept called open lab where multi-disciplinary researchers work in the same space to facilitate communication and promote innovation. Designed for such an environment in mind, this bench comes with customizable parts that are meticulously designed to make it suitable for a variety of research projects. In addition, with features that help eliminate visual noise, this table reaches an extremely high level of perfection.

Steel Bars for Concrete Reinforcement [TACoil] (GOOD DESIGN BEST100)

Last but not least, another product selected for Good Design Best 100 is Topy Industries' TACoil, steel building parts for concrete rod reinforcement. Such steel materials are generally available in bars, but this revolutionary product is offered in a coil. This minimizes the waste that would otherwise be generated for bars that need to be cut according to the dimensions. Another advantage is that it requires less storage space as it could be stacked on top of each other when stored. Reviewing the entire process from production of materials to processing, the company identified the issues at hand and then sought to execute optimal solutions. This process presents an ideal model for developing design.

Design that makes up for the lack of human resources

Ashitomi: We briefly introduced this year's Best 100 from this unit. What I noticed from looking at the award-winning works is that many focus on design that makes up for the lack of human resources. The diagnostic kit could be used by anyone to easily check the presence or lack of tuberculosis bacteria; the ultrasound imaging equipment can be operated even by an unskilled technician; the rice planting machine performs wonderfully no matter who operates it; and the milling machine eliminates the hand finishing process. As for the steel bars for concrete reinforcement, we didn't point out the advantages in terms of compensating for labor shortage, but there is definitely thought and work put into the planning.

This major issue of labor shortage in Japan is caused by the aging society with a declining birthrate. We could tell that all companies have addressed this problem by integrating advanced technology, AI, IoT and other computer-based technology into their products to replace the technical know-how of skilled workers with machines.
Although I don't have a solid ground to prove it, I think this takes a lot of consideration on many levels. Providing the solution to replace manpower with machines raises the question of whether there is no need to train professionals and whether it is okay to depend solely on machinery.
I believe that it would be increasingly important to think about at what process of mechanization and automation humans should intervene. Looking back on the screening this year made me realize that Japan is at the transition period in terms of dealing with social issues. This is the trend that I would like to continue to follow in the coming years.

Now let's turn to other judges to hear what they have to say. I would like to know what each of you thought of in this year's screening process, your insights and any additional comments for the products mentioned earlier.

Team designing and innovation

Ishikawa: I would like to shed light on the company's production system instead of the award-winning works themselves. The company that left a great impression on me in 2019 was Fujifilm. I have noticed the company has introduced a number of products, as represented by the Rapid Diagnostic Kit for Tuberculosis that received the Grand Award this year, which received high praises in just the two years that I have been part of the panel of judges.

This made me wonder what their products have in common. By listening to some of the company's presentations, I noticed that the quality is exceptional. They have a solid research on which they base their design decisions and have a strong argument that persuasively demonstrates what kind of impact the products would have in a business context. This is probably attributed to the company's good team designing.

Fujifilm has been branching out from its core operation of photographic films into cosmetics, pharmaceuticals and regenerative medicine. They successfully shifted its business focus without making big changes to the existing personnel. When it comes to product development, companies generally have a vertical structure that divides the functions among R&D, product planning, design, sales and manufacturing. However, presentations revealed that Fujifilm and other companies that received high evaluation in this year's Good Design Award have a team of people from different sections that work together throughout the process. I believe that companies that excel in team designing and team building are capable of continuously bringing praise-worthy products into existence.

As Mr. Ashitomi mentioned earlier, the fact that we live in a time of labor shortage prompts companies to fully utilize the limited resources to develop quality products. The approach by Fujifilm definitely demonstrates other businesses the ideal way for future of design.

Ashitomi: Team designing that Mr. Ishikawa mentioned is like running together from the beginning toward the same goal instead of running in a relay race passing on the baton to the next runner.

Ishikawa: That's right. I think that is what makes these companies stand out. The presentations are given in a multifaceted manner that describes the entire process from the perspective of R&D, design, business and social issues. The presenters are sometimes from sales, which is only possible because everyone on the team participates in the project from the very beginning and are familiar with the entire course of action.

Design that challenges to overturn the conventional wisdom

Ashitomi: Another award-winning item that you, Mr. Ishikawa, highly recommended was Diamond Cutting technology [O.E. cut Diamond] by Hohoemi Brains. When I first saw the entry, I was a bit confounded as to how to evaluate a diamond as design. But there was actually more to it than that.

Ishikawa: It actually presents an entirely new theory for cutting diamonds based on a revolutionary cut technology. Overturning the industry's conventional wisdom and using unorthodox practices in cutting the diamonds resulted in raising the brightness and radiance. The difference between diamonds cut using this technique and their conventional counterparts is strikingly obvious. The conventional ones twinkle from the center while O.E. cut diamonds radiate in their entirety, making them appear one size larger. I could feel the strong passion for changing the industrial standards, which I wanted to personally applaud.

Ashitomi: What I thought was interesting is that this technology has completely overturned the 100-year orthodox theory for cutting diamonds. No one would even think of changing such a long tradition. The person responsible for this reform apparently has a background in working for a home appliance manufacturer for years and then made a big career change.

Ishikawa: It is an innovation that was thought to be impossible in this industry. I felt that this is a wonderful story that teaches us that innovative design is possible no matter how old you are.

Ashitomi: Next, Mr. Shigeno, what did you think of the screening in 2019?

Japanese tradition that excels in succeeding and converting technology

Shigeno: In this category, most manufacturers take a sincere problem-solving approach in accomplishing a clear-cut objective. Therefore, I personally felt that it was difficult to evaluate which products were better. As a product designer, I fully understand the struggles involved in developing products. That is why I do my best to read through the applications and take time to discuss with other judges to perform a proper and sincere evaluation.

Looking back on the screening process for 2019, I felt that there were more proposals that possess the power to potentially change the future society. Japan has over 30,000 long-established businesses with a history of 100+ years. This is rarely seen anywhere in the world. I believe the reason behind this is because Japanese companies excel in succeeding and converting technology. In other words, both tradition and innovation are valued in Japan.

One good example is the diagnostic kit for tuberculosis. The silver amplification technology used in image development is applied in a different context to create new values. The dental milling machine CE-TOWER MD-500 is another good example. This case takes ultra-precise processing technology that was originally developed for manufacturing satellites and converts the application to a five-axis machining center. While "machining center" may make you think of greasy machinery seen in factories, this product is one that successfully optimizes all factors including silent quality, ease of cleaning, usability and clean presence. I think it deserves high praises for achieving an exceptional level of perfection that makes it suitable for use in medical settings.
Furthermore, it has many factors that could easily be applied in fields other than dentistry. In recent years, autogenous bone grafting, which utilizes the bone obtained from the same individual receiving the graft, is gaining attention as a viable surgical option. There is no issue with compatibility as the patient's own bone is used to fuse bones together, and there is no need to remove the graft after surgery. The milling machine has a great potential to be utilized in the future in other fields like bone grafting.

From the viewpoint of looking at the strengths of Japanese companies, I am also interested in "multiplied design."

Ultrasound imaging system [First Echo]

First is Nihon Kohden's First Echo. This is an ultrasound imaging system that uses a bedside monitor display. It integrates different medical devices by multiplying the company's specialty with new technology to generate new values.

Mechanical ventilator [NKV-330]

On a similar note, mechanical ventilator NKV-330 is another product from Nihon Kohden. As with many medical devices, Japan relies heavily on mechanical ventilators exported from other countries. I heard that those with masks could cause pressure sores as the shape does not fit the face and bone structure of Japanese patients. The fact that this ventilator is made in Japan for Japanese patients gives this product great significance. In addition, the respiration of patients on ventilators generally need to be monitored using a biomonitor, but there was the issue of using two devices simultaneously. Utilizing the company's strengths, this innovative ventilator combines the two different devices to create a more compact and portable equipment. As a result, it has raised the quality of medical care and developed a new usage for the same product, which is highly commendable.

Ashitomi: How about you, Mr. Murakami? What did you think of this year's screening?

CNC Coordinate Measuring Machine [MiSTAR 555]

Murakami: I'd like to point out a few products that caught my eye.
MiSTAR 555 by Mitutoyo Corporation is a high-precision measuring machine used in manufacturing parts.
In order to increase the measurement accuracy, it is ideal for the frame supporting the measuring head to stay straight in a so-called bridge-type machine with a full closed frame structure. However, this type of structure somewhat restricts accessibility, thus isn't suitable for measuring large components. This product takes a cantilever structure that allows open access on three sides in order to achieve accurate measurements.
Only one side has a frame and the arm with the probe is sticking out to the side. You can tell that the horizontal arm makes the machine more susceptible to deformation than a bridge type structure, but allows easy access to the work area. Its design deserves a praise for realizing great results by challenging the essential structure and for achieving a high level of technical competence.

Tethered following cart [CoRoCo-S100]

Next is CoRoCo-S100, a robot that helps carrying heavy items. What makes this interesting is that, although it is not fully automated, you can put it on a tether and walk it like a dog. You can also connect multiple units, which makes it look like you are witnessing an adorable scene of a dog walker on the job or ducks crossing the street.
This is a generalization based on experience, which many of you probably have noticed also, but you can accomplish up to around 80% for most projects. With the remaining 20%, you tend to face obstacles and be confronted with increasing costs. By relinquishing the idea of full automation and designing it so people need to pull it, the company cleared so many obstacles. Just having one person using one robot does not necessarily lead to saving labor but giving the option of connecting the units significantly sets the bar lower in terms of product realization and introduction. Furthermore, the intuitive interface of pulling by a tether allows anyone to maneuver it. This product caught my eye in its approach in solving many issues by taking an 80% approach.

Ashitomi: You can tell how well-made this product is when you actually use it. The tether is connected to the main body with a magnet, which gives it a safety mechanism of breaking off when pulled too hard. I personally thought it provides a perfect solution by designing it so that the user's involvement brings the product's level of perfection up to 100%.
Can you, Mr. Murakami, also go over the surgical simulator?

Ocular Surgical Training Simulator [Bionic-EyE]

Murakami: There were a few entries for this type of product but I personally think the ocular surgical training simulator Bionic-EyE developed jointly by Mitsui Chemicals and Nagoya University is particularly worth mentioning. It is the most ideal for surgeons to have a chance to practice before the actual operation in the sense that it would bring up the skill level and also ensure the patient's peace of mind. If you're going to practice, you should do so using something as close to the real thing as possible. For example, nowadays there is the option to use virtual reality, but it is more optimal to be able to go over the surgical procedure and method in a more real setting. Jointly developed by professors from the medical and engineering fields, this product is as close to the real eye as it could get in terms of the structure and how it feels. You can actually cut into it or suture it to practice the surgery with this ocular simulator. Aside from looking beautiful, it provides an excellent tool that contributes to improving professional skills in a safe and cost-conscious manner.

Ashitomi: Based on what we have talked about so far, there are several keywords that defined this unit this year. Succession, conversion and application of techniques, team designing, synergistic power of humans and tools. On the other hand, there is also the attempt to supplement the shortage of skilled technicians with tools. In a broad sense, I feel like there is an intense competition between humans and tools to achieve a perfect balance.
From here on I would like to have a free discussion. Please feel free to add onto what we have talked about so far.

Towel [5 star quality]

Ishikawa: I'd like to add my observation for Towel [5 Star Quality]. The special spinning method makes the towel fluffy and highly absorbent despite a lower thread count. The company has significantly reduced the environmental impact in the manufacturing process. Among the many factors that need to be taken into account in design, consideration for the environment is the one that tops the list right now. It is becoming increasingly important in the field of healthcare products that, in addition to being of high-quality, they must have an eco-conscious mindset throughout the lifespan ranging from when they are manufactured to after they reach the consumer. This is a perfect example that deserves attention in realizing a wonderfully crafted product with an eco-friendly manufacturing practice.

Knitting Machine & Cloth [Balancircular]

Ashitomi: I would like to give knitting machine & cloth Balancircular a gold star. To describe it briefly, it originated from repairing and remodeling a circular knitting machine that had been long unutilized to create a new material with some unconventional features. Instead of using new technology for everything, the approach to create something with great care by applying old technology is also seen in the diagnostic kit for tuberculosis, which won the Grand Award.

Ishikawa: There are many Japanese companies that have been in business for years, most of which have old technologies that are not being utilized. The silver amplification technology applied in Fujifilm's diagnostic kit that won the Grand Award arose out of the hike in silver prices in the 1970s. The application of technology in a different field is something unique to Japanese companies.

Shigeno: I would like to mention two products that would help address the exacerbating issue of shortage in experienced technicians as Mr. Ashitomi pointed out.

Thickness Meter [Contact-Free Thickness Meter]

Particle Size Measurement System [Multi-Sample Nanoparticle Size Measurement System nanoSAQLA]

The two products are Contact-Free Thickness Meter and Multi-Sample Nanoparticle Size Measurement System nanoSAQLA. Having been developed as measurement tools in a specialized field, both can be used by anyone as they require no special skills. These two products beautifully address the growing trend in which technology makes up for labor shortage. However, I feel like products like these need to be more sensitive in its design development to achieve the right balance.

Ashitomi: It seems like we all share that point of view in evaluating this unit. Machinery is going to support the shortage of skilled labor and compensate for the time required for skill acquirement. I felt that this year's evaluation reminded us that the challenge we face today lies in leaving some degree of human touch in the design.

Q&A

Question: While the interpretation of design is changing, I feel like the focus of evaluation for the Good Design Award is placed on whether the entry provides a solution. It seems like when it comes to the Grand Award, social significance calls into question. While providing solution in the product development stage is important, aesthetics is also a significant factor. Can you please talk about how you interpret beauty, as in beautiful shape and appearance, as Good Design Award judges?

Ashitomi: The theme for this year's award decided by the chair was "beauty and the power to resonate." Evaluating "beauty" is rather challenging because it is quite subjective and there really isn't a universal standard. On the other hand, a product can be described as having the power to resonate if people can identify with its logical explanation. I thought that the theme contained these two warring concepts. In evaluating beauty, we have a team of experts with different backgrounds so we had them assert their argument based on their subjective opinions. Coming in to hold the overall theme together is the factor of resonance, which is evaluated by whether the product offers a message to the society.

In this day and age, there are many factors, especially those related to design, that must be taken into consideration when making a product. The resulting design is attributed to the collective entity of all factors and possessing beauty means that all elements composing the entity are well-balanced. Instead of meaning that the products have forms and colors that are pleasing to the eye, beauty comes from the overall balance of all the contributing factors, including those that are technical and operational, in product development.

Ishikawa: I think we live in a time that definition of beauty includes having comprehensive strength. In the screening process, we had a discussion on certain products that appeared beautiful, but the fact that they were not easy to maneuver or operate due to such reasons as extremely small fonts or inadequate buttons made them less beautiful. Placing emphasis on operability could mean designers have to compromise on the appearance. But that might actually be the better option that ends up receiving more support from the consumers today.

Beauty is not just evaluated by sensory experience but could also be based on functionality

Shigeno: While many people may think that medical devices and beauty do not have much to do with each other, the aesthetics of products is actually a very significant factor even in the medical field. Something beautiful moves people. The fact that it could affect how people feel means that it impacts the vitals of people. The fact that it influences the vitals of people means that beauty is functionality.
There is a study conducted in a hospital in the U.S. that compared patients staying in clean rooms with those in not-so-clean rooms. The results showed that the medication worked better on patients in cleaner rooms. The fact that something beautiful can impact people's health indicates that it could contribute to reducing medical expenses. Based on this reasoning, renovations are constantly done at hospitals in the U.S. This shows us that, the recent trend is to see beauty not necessarily as something based on a vague sensual experience, but to attribute it to functionality.

Murakami: As a person with an engineering background, I think about the relationship between engineering and design as well as the significance of beauty in engineering and teach that to my students from my point of view.
In mathematics, you could solve a problem by writing out a page full of formulas or by drawing an auxiliary line that gives the answer in three lines. It is believed that the latter solution is more beautiful.
For example, the diagnostic kit for tuberculosis has a very simple mechanism but offers a beautiful solution to the issue by producing test results quickly and easily in an accuracy that is equivalent to a much more expensive device.
What I tell my students is that the beauty in design in this day and age is not evaluated by artistic aesthetics, but by looking at whether the problem at hand is solved in a smart manner.

Ashitomi: That comment was very inspiring and informative. Thank you so much for summing it up so beautifully. Thank you everyone for your attendance.