Jim Wicks, the Vice President and Director of Motorola’s Consumer Experience Design (CXD) organisation, explains how design has become tightly woven into the company’s planning and strategy.

"What we’re doing with RAZR and PEBL is appealing to something that we think is really important in the market that we sense a groundswell in. People’s real desire is to have something a little simpler. Things that support the core use cases that they care about, like community building, messaging, basic capturing and sharing of images, simple browsing, and obviously voice communications."

"If you look at what most people are doing with their devices and what they say they care about most, you would offer functionality that addresses those primary uses really well. Plus you would create something that ‘meets their style,’ something that they see as an object of personal expression that they feel very good about, proud about, and comfortable with carrying around."

"I don’t see the customer experience as a vast amount of things. It’s about how you feel about your device; it’s about the physical piece; it’s about the software in your fist; it’s about the connectivity to services. These things make up the whole experience, and the desirability of the physical device is a big piece of that."

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