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RIM SVP Todd Wood Talks About the BlackBerry Design Process

RIM SVP Todd Wood

RIM has been slowly getting more into design over the last few years talking about it more and more. They even briefed the media on the BlackBerry Bold 9900 design when it was announced along with sacrificing the autofocus camera for the sleek thin design. That is what I was very interested to read this new interview of RIM Senior VP for Industrial Design Todd Wood by Pocket-Lint out in London. They sat down with Todd to talk about the latest in BlackBerry design and got some interesting new tidbits out of him.

Todd interestingly compares the RIM product line to a small menu because “I like restaurants with small menus because it shows they are good at those things. Too many choices mean they aren’t good for anything.” he continued describing the main Torch, Pearl, Curve, and Bold lines saying “Someone has to say that’s enough salt or pepper,” Wood continues with his culinary analogy, “but it’s not just about saying ‘no’.”

The most interesting part of the whole interview is that Todd says that the BlackBerry design team heads to a different location around the world to get inspiration for every device. For the latest BlackBerry 7 devices that was Bellagio, Italy. The latest design for 2012 BlackBerrys is from Malmo, Sweden which is supposed to be “Charming, Whimsical, and Fun” which are not words I would use to describe the rumored BlackBerry London leaked picture.

According to Todd “Products should wear in rather than wear out” and I have to totally agree with him on that one though it should include the OS and not just the design. I highly recommend checking out the full interview over at Pocket-Lint.

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  1. the “London” does scream Ikea….

  2. RIMM should limit the product line to 4 devices: qwerty touch, slider, all touch, and the lower end curve series for other countries – Blackberry has always been about choice. Kevin of Crackberry recently criticized RIMM for spreading themselves too thin with their devices, but I think that strategy has worked great, especially in other countries. I believe with BBX, RIMM will finally have the OS to unify the devices together and hopefully they continously improve/innovate their software/hardware.

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