Problem-solvers of the world. This is how technology firm Dyson looks at its engineers.
Within the company, groups of experts refine and improve ideas repeatedly until they are perfected. This process has resulted in distinctive products, including the brand’s cordless stick vacuum cleaners and bladeless fans. According to the British company’s website, it has 1,000 engineers globally driving its innovation —among them are Filipinos who have been pivotal in inventing Dyson beauty products that are sold worldwide: the Dyson Supersonic Hair Dryer and the Dyson Airstraight Straightener.
Manila Bulletin TechNews gained insights into Dyson’s pursuit oif perfecting products from new product development manager Claire Pascual and systems integration engineer Yvonne Piamonte. Here’s what they revealed about how innovation thrives within the company:
- Collaboration. For products to function seamlessly, Yvonne works with different teams daily. Product performance is refined through coordination with teams in charge of software and electronics. Together, the groups also troubleshoot problems encountered so “devices deliver the best user experience and maintain Dyson’s high standards.” In Claire’s case, the product vision is developed in collaboration with subject matter experts, supply chain teams, and fellow engineers. “We review design prototypes, discuss technical challenges, and align (with each other),” she says. “This ensures that our products are user-focused and production-ready.”
- Learning from insights. Have you ever walked into a Dyson store to try out a product? Company engineers base their ideas and improvements on the feedback they gain from these customer interactions. “I spend time analyzing user behavior to understand how people interact with our products,” Yvonne says. “That's critical for us to make good and effective (items). It's what we put into the development that makes these stand out.” Claire adds that customer interaction in Dyson stores stems from how much the company invests in its target customers, on top of technology, of course. “It really comes from the user-centric design that we have in Dyson and how we prioritize or study someone handling technology. At the very start, the user study and market insights are so important for us to set our product vision. We are directed in a path that would lead to products that are well-received. An immersive approach in design is important.”
- Fail, then thrive. Claire recalls being encouraged to experiment on new ideas and methods when she joined the firm three years ago. “It was an opportunity to learn which is so critical when we’re designing new spaces,” she opines. “You'd think that as a fresh graduate, (the company) would give me tiny tasks that don't really have much impact. But in my experience, I was given the freedom. Failure was not seen as a waste of time and effort. We need to welcome continuous learning. What’s important is accepting failure and learning from it. In engineering --even if we have all of the tools-- it’s rare to get things right the first time. Failure is inevitable, but every iteration should be an improvement of the previous one. Failures are signs that we're improving.”
- Celebrate success. Yvonne says it’s rewarding to see products they helped develop in the market. “We were able to test them right from the start with rough prototypes and the earliest designs,” the engineer shares. “The Dyson Supersonic Nural is a personal favorite. I was a part of its development and it’s also the first major project here in the Philippines. Even if the world already says it’s the best hair dryer, we still added features and further improved it. We have the Scalp Protect mode, an amazing feature that enhances hair and scalp health. It also has a wide variety of attachments. We engineered it to have a tailored heat and flow setting for each attachment. So, when you attach a specific one, the machine will adjust the heat and flow that’s best for optimal styling results.”
- AI as a tool. Neither of the women engineers sees artificial intelligence (AI) as a threat. “I think I would see it as more of a tool,” insists Claire. “When the camera was invented, paintings kept being made. So, it's the same for generative AI for me. It would enhance our efficiency in working, but it will not replace how we think.” Yvonne adds that AI can be utilized for process improvement, as it “accelerates research and user data analysis from different platforms. AI is the tool that helps us gather information used to improve products based on usage. Dyson products are really tailored to human needs and getting from the user feedback itself is what helps us adhere to that vision. Innovation certainly uses AI to the fullest of its potential, not to replace the innovative and critical thinking of the engineers, but to streamline processes and help us release products as early as we can.”
- Embrace diversity. Both women agree that strong representation is needed in Science, Technology, Engineering, and Mathematics (STEM). “There's really no boundary when it comes to being inventive and innovative and even changing the world,” Yvonne maintains. “The key skills we need to develop are non-gendered, from strong, analytical and problem-solving skills to soft skills. We need to be adaptable, especially if it's a fast-paced environment. Claire says that even looking for experts to help you develop is a valuable skill. “It leads to more growth every time you’re around these people. In my case, I get to learn so much and that is good when you want to have that success mindset in going to any field.”