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TheFocus ::
No Shortcut to Reality
Phoenix-based Raytech takes innovative ideas and develops them
or many consumers, how a
product goes from conception to reality and finally
onto store shelves is a mystery. Or it is given little
thought. But for industrial designers at Raytech Corp., it is a daily consideration that
involves a four-step process of investigation,
innovation, evaluation and implementation.
Since 1995, David Zuckerman, president
and CEO of the Phoenix-based company,
has been taking ideas and developing
consumer products that range from the
simple to the complex.
“There is a lot of development that
goes into a product long before it goes to
production,” Zuckerman says.
Raytech teams individuals skilled in end-user research, industrial design, engineering,
manufacturing and business management
and places them all under one roof, with
one mission: to see their customers be
successful in business.
f
“Our clients are involved in this process
from product conception through first
production,” says John Donachy, director
of design research. “Our open-studio
environment puts designer and engineer in
the same room, working hand in hand.”
This process begins by identifying
a particular consumer need. “Less than
10 percent of all ideas make it to production,”
Zuckerman notes. “We develop a relationship
between the end user and our clients’ brands
and products.” Raytech is developing more
than the fictional widgets of Econ 101 classes
past, and what may seem like a good idea may
not make for a good product.
step By step
To flush out the good from the bad, Raytech’s research team first investigates a
product idea and collects feedback from
stakeholders and public opinion panels to
establish a foundation for the validity of the
product. Be it an innovative idea or consum-
er-driven need, the timing, current technology available, message the product conveys,
and its features are all considered.
“Missing one of these keys ingredients
could result in the product not moving to
production,” Donachy says. “Our goal is to
improve current products and ultimately
make someone’s life better.”
Adds Zuckerman: “Raytech is the
implementation to improving lives. Solving
problems that no one solved or improving
a product is our fundamental job.”
Raytech’s approach to product development
means being aware of current technology
trends and using the tools that are available.
“Remaining competitive and having a strong
ability to research are key,” says Zuckerman.
“Innovation is most important for our clients.”
From investigation to innovation, Raytech’s design team goes to work creating the
client’s concepts using information gathered
during the investigation process. “This iterative development and review process pro-
