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Summary:

Many Nokians have leapt to the defense of their company since it announced its was adopting Windows Phone. But one former executive says the writing has been on the wall for years — and stopping the rot may require more than a deal with Microsoft.

(c) PR

(c) PRSince Nokia announced it was going to leap off its “burning platform” and into the arms of Microsoft, there have been plenty of arguments about whether the link between the two companies is going to work or not. Even here on GigaOM there’s been some division: I argued that two wrongs don’t make a right, while we also heard that it could be good news for developers.

Most of this analysis has come from those who are outside Nokia — or at the very least, those who have been outside it for some time. But now a senior figure has weighed in with a stinging critique: Adam Greenfield, Nokia’s former head of design direction for user interfaces and services.

When Greenfield quit the Finnish firm in 2010 to set up his own design practice in New York, he made no secret of his frustrations with Nokia. But in a long and fascinating post on his personal blog, he has now outlined what problems Nokia faces.

Overall, his observations aren’t that different from what the rest of the world has pointed out: Nokia’s been used to dealing with scale; its culture is dominated by engineers who don’t understand how the world has moved on from their early work; it has lost momentum, and so on.

But he illustrates his points with some very specific examples from his two years trying to turn things around. Take this one, on the promise of using your phone to pay for things simply with a swipe:

Nokia spent many years, and a great deal of money, doing research and development of a technology called NFC, or “near field communication.” NFC really does have the potential to transform all kinds of everyday interactions; it’s essentially a flavor of RFID that allows signals to pass between objects that are brought within close (touch or tap) proximity with one another.

When I arrived at Nokia, the folks down the road at [Nokia research] were very proud of something they’d ginned up: an NFC-equipped, but otherwise entirely conventional, vending machine. At last!, I thought, here’s a concrete step toward the future of everyday transactions. […]

Except that, as realized by Nokia, this is precisely what failed to happen. […] I was given an NFC phone, and told to tap it against the item I wanted from the vending machine. This is what happened next: the vending machine teeped, and the phone teeped, and six or seven seconds later a notification popped up on its screen. It was an incoming text message, which had been sent by the vending machine at the moment I tapped my phone against it. I had to respond “Y” to this text to complete the transaction. The experience was clumsy and joyless and not in any conceivable way an improvement over pumping coins into the soda machine just the way I did quarters into Defender at the age of twelve.

It’s fair to say that this is a problem inside many technology companies, since the impact of design is harder to quantify and less measurable than pure engineering. It doesn’t stop something working, but it can stop something working well. Talk to designers at many of the world’s top technology brands and you might hear similar gripes.

But when it comes to Nokia’s failings here, Greenfield punches hard. Essentially, he says ” there’s nobody with any taste in the decision-making echelons at Nokia”, something which he notes is particularly ironic considering Finland’s wider reputation for style and innovative design culture. It’s a tale that many of us have seen — but coming from somebody who only left the company last year, it carries a weight all of its own.

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  1. Nokia is a company full of, and managed by, engineers. They manufacture pieces of plastic that has a circuit board inside. And they are very efficient in that. Taste is very unbecoming among those folks.

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  2. Designers always think their bosses and clients have no taste. Hire the ones who keep these thoughts to themselves.

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    1. It’s that those bosses think they do – The bosses that know they don’t utilize their designers to the fullest.

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    2. But it’s true.
      Most of people don’t have taste
      leave the design to designers for f**k sake.

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  3. When I was reading his post, I thought you could probably substitute Google for Nokia.

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    1. This was my thought exactly. Google is an engineering driven company as is Nokia. Google has been late to the party on several fronts, most notably the social aspect of user interaction. Google has not been known for their user friendly interfaces and designs. Lest Google becomes Nokia, they need to focus on interaction and design in order to connect with the majority of users.

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      1. Betting Google won’t be able to – Their culture has been set already.

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  4. Haha, love the perfect “Blue Steel”

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  5. People think design is not important
    yet they buy products based on aesthetics most of the time…
    Look at Apple and learn

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    1. Exactly – Financial/accounting execs are somewhat like engineers in that they can’t comprehend the soft (right-brained) things that make them tick.

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  6. Nokia make good phones, please please PLEASE let them have success with MSFT, because all these other phones suck.
    (Andriod is a good OS, phones are HTC dookie.)
    They are ALL hard to use with your fingers and only the IPhone has a large enough touch interface that you can use while on the go or in the car.

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    1. What the hell are you talking about? The iPhone is actually very small compared to my 4.3 inch Desire HD and there are many other phones with big and easy to use screens.

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  7. Innovation both ongoing and disruptive is recognized as a key element for success in the new ecosystem being enabled by Nokia and Microsoft. We’ll let our future actions, and the marketplace, speak for themselves.

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  8. Design is a complex and difficult endeavor. Both Engineers AND Designers are necessary to get a great product out. Many times Designers want to do something that cannot be manufactured, or costs 10x more than the consumer will pay for it. They spend hours arguing if a graphic line should be one pixel thicker or two thinner.

    Meanwhile many Engineers rush to get the product made at the target cost and on time (or more accurately, managers sandbox concepts to death until there isn’t enough time left to do anything but half right).

    A great Engineer understands the need for Design while a great Designer understands the need for Engineering. The rest are just whiners.

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    1. It needs to be a tight knit partnership of equals.

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    2. @JS: In news is to be believed, Apple is holding on to the white iPhone 4 because they havent been able to get an exact match of the white for the Home button with the outside case. This is as good as saying “holding on and arguing if line should be one pixel thin or thick or color should be one value up or down”. To the engineers(technology) its absurd, to the management (sales, marketing and finance) its suicidal, but to the designer its incomplete. Apple rules because they have a person at the top who also thinks its incomplete. Having said that, it will also be incomplete if it lacked say wifi (will engineers allow it to ship without the Wifi chip). So both sides need to understand whats incomplete from the other point of view and respect it and get on with it.

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  9. That may be true, but I haven’t seen one in a long time. Those coffin-shaped phones which EVERYONE had are the last ones I ever recall seeing.

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  10. The only person with no taste is this jerk!

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