Microsoft bumps up emphasis on design of its products

The Surface tablet is meant to compete with offerings from Apple, Google and Amazon, a Microsoft spokesman says.
BY RYAN NAKASHIMA, AP Business Writer Published: July 22, 2014
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— Before Ralf Groene helped devise the look and feel of Microsoft’s Surface tablet, he designed food — or “food concepts,” he says, for people on the go. Among them: dried noodles that come wrapped around a pair of chopsticks; a tubular meal that can be pulled with two fingers from a car cup holder base; and a fork that squeezes out sauce.

Though none of these ideas made it into production, the principles behind them can be applied to computing devices that fit into busy lives, said Groene, and they are just as varied as the ones Microsoft now uses to redesign all its software and devices.

“In a way, we’ve designed Surface with very similar principles,” Groene said on a recent tour of the Surface lab on Microsoft’s sprawling campus in Redmond, Wash.

Groene and his team designed the Surface to accompany its users everywhere. It can be used as a tablet-style news reader propped up on its kickstand while you eat your morning bowl of cereal, as a notepad to be scribbled on with a digital pen at a business meeting, and for watching a movie while sitting on your couch later in the day.

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