Mitsubishi : Phone

Taylor&Chu worked in conjunction with Mitsubishi's design team to develop cellular phone concepts. The concepts were to be four generations ahead of their current line in the US market. The first objective was to define several separate markets where Mitsubishi could compete for market share. Once identified, a set of fundamental features were designed to span each market. This economized Mitsubishi's development costs and maximized the quantity of new features by creating a framework for spreading costs over an entire line of products. Additionally, advanced functionalities were created by analyzing each market within the context of their fundamental features. This allowed designing advanced functionalities upon a foundation of defined user needs.