We won the BusinessWorld Design Brilliance Award for Design for the 5th time....
 
 
 
 
 
We are happy to inform you that Falguni Gokhale and Hemant Karandikar from Design Directions have won the
NID-Business World Design Brilliance Award 2008

For BEST DIGITAL DESIGN AWARD
For Graphical User Interface (GUI) design for software

The GUI is for the Stryker Device Capture Ultra (SDC Ultra) - an all-in-one medical imaging information management system for endoscopy surgeries. Surgeons, nurses, and other medical staff depend on the user interface to perform various tasks in an operating theatre. The instrument is used before, during, after the surgery. The tasks involve entry of patient information, scheduling, review of patient history before the surgery, monitoring the progress through video images, and archiving. All these tasks must be performed precisely under very high stress.

We designed an intuitive, clutter-free, and icon based GUI (a 14 x 9 cm touch screen) to improve productivity of operation theater staff. The GUI reduces chances of human errors and allows the medical staff to focus on their critical jobs. The GUI design ensured that only relevant task options are presented to the user at every stage. The design minimized dependence on text for worldwide use.

We are happy to inform you that the SDC Ultra with the new GUI was readily accepted by the market. Marketing and Sales people are showcasing it’s GUI as differentiating features during demos and trials. They are winning in the market place because of the GUI. Sales of the SDC Ultra are up by 44% after its launch with the GUI designed by us.

This success is due to

  • our proprietary GUI design process which captures user tasks and workflows leading to a context-driven navigation
  • Understanding of user needs and profiles
  • Our team which combined business, strategic, and process expertise with creativity and visual language expertise.
  • Client side team of Amit Mahadik and Kiran Mahadik who interacted with all stake-holders throughout the project and shared our conviction that user experience is central to a product’s success.
The overall product was put together by a global team - The GUI was designed by Hemant Karandikar and Falguni Gokhale at DESIGN DIRECTIONS, Pune, India. The overall project was coordinated by San Jose, California. The hardware was designed in Paris, France. The software development was done in Bangalore, India.

We are also thrilled about the fact that DESIGN DIRECTIONS has won the BUSINESSWORLD DESIGN BRILLIANCE AWARDS – 5 TIMES IN A ROW* (THE ONLY DESIGN COMPANY TO DO SO!)

However the biggest award for us has been when our clients call to say that OUR design has made a significant difference to their brand strength, sales and bottom line.

Thanking you

Hemant Karandikar
Falguni Gokhale
   
 
   
We won the BusinessWorld Award for Design
for the 4th time....
 
 
 
 

Juryspeak
“A friendly and open unit... practical to operate and comfortable for the patient”

Product: Cardiac Cathlab by Alpha X-ray Technologies Pvt. Ltd.

Designer: Design Directions

DESIGN DIRECTIONS PVT. LTD. – a leading design company from India has won the BUSINESSWORLD-NID DESIGN EXCELLENCE AWARDS, 2006 for the BEST MEDICAL EQUIPMENT.

This medical equipment is a Cardiac Cathlab for our client Alpha X-ray Technologies India Pvt. Ltd.

This is the fourth time in a row that DESIGN DIRECTIONS - owned by designer duo Satish and Falguni Gokhale - has won the BusinessWorld Award.

The other awards won were –

2003 Best Indian Designer
Business World & NID Design Excellence Awards

2004 Best Medical Device
Business World & NID Design Excellence Awards

2005 Continuous Excellence in Design
Business World & NID Design Excellence Awards

In 2005 DESIGN DIRECTIONS became the only design company from India to have won the an award instituted by Industrial Designers Society of America in 2005 in the Best Consumer Product category

And this year -
Best Medical Device
Business World & NID Design Excellence Awards 2006

About winning for the 4th time
Of course it feels great to win and win and win....

One of the reasons that we are able to win consistently and continuously is because of the stringent design process that we follow. We study extensively the user profile and design the right solutions for them. Our unique ideas and concepts are backed by our strong design processes, knowledge of production processes and materials.

Our talented team of designers, visualizers and engineers go a long way in making this possible.

About the medical product that won us the award this year

It is the first indigenous fixed room cardiac cathlab system and a 100% import substitute for a Indian manufacturer - Alpha X-ray Technologies India Pvt. Ltd.

How our Design Made The Difference

  • The main implication of the design was to reduce the costs of this high-tech, life saving, critical product. Corona is significantly lower in price than all its competitors without compromises of any nature.
  • Corona has a  inviting appearance.
  • Corona looks appealing, patient friendly and high tech.
  • Corona is easy to clean and maintain.
  • Corona is ergonomic and easy to use.

Unique and innovative features

  • Movable consoles leading to extreme comfort and ease in use.
  • Capacitative switches that can be cleaned and disinfected easily. This feature is absent from all the other products competing in the market.

And heres what the Jury had to say-
" Hospital visits can be harrowing experiences, but thanks to Design Directions, this cardiac system is not only full of mind-boggling science, but it also offers impressive comfort. Although by no means aesthetically stunning, at least, unlike some medical products, it does not look like some computerised carnivore that will eat you up and spit you out. It also uses a minimum amount of external components and a re-positionable console."
   
 
   
We continuously strive to achieve excellence in design and will continue our efforts to put Indian Design on the global map. This year again Design Directions has bagged several prestigious Design Excellence Awards:
 
 
 


For the third consecutive year,
Design Directions has won the BusinessWorld-NID design excellence awards. This year we have received three awards:

1. CONTINUOUS EXCELLENCE IN DESIGN Award to Satish Gokhale.

2. Best Industrial Equipment Design for a micro-hardness testing machine

3. Best Medical Equipment Design for a colour Doppler ultrasound machine. (Entry sent by our client)

4. Our packaging design for traditional ready to cook spices was short listed among the first three.
We sent this entry under PURPLE STREAM Brand Strategy and Design - a company we have recently promoted along with Exponient Consulting, Pune.

 
 
 

SOLEMATES -
Our eco-friendly, disposable footwear crafted from recycled paper received an award in the Consumer Goods Category, Industrial Design Excellence Awards, USA.

 
   
We continue to strive to put Indian Design on the Global Map
   
 

Satish Gokhale, Director, Industrial Design was:

Invited by the UK Trade and Investment Commission to attend the London design festival and interact with leading designers in UK, 2005.

Invited to Deliver the keynote address at the International Design Forum, Singapore, October 2005.

Invited by HP Innovation Labs and IDSA to join a select group of thought leaders presenting at this years DesignAbout-2005, on “Design for The Other Six Billion”, Palo Alto, California, November 2005.

Selected as a member of the CII national council for innovation, technology and design.