01. Affymetrix - GeneChip Scanner
The gene machine
A primary design goal of the GeneChip Scanner 3000 was to create a feeling of approachability. Affymetrix and Continuum set out to ensure that their new instrument would not intimidate the researchers and provide simple interactions with the cutting-edge science.
At the same time, their device had to convey the brilliance of the technology within, and instill confidence in the users who depend on the accuracy of its results. Following exhaustive interviews with customers, leaders in the genomics industry, and brand strategists at Affymetrix, the design team was able to isolate six product and company brand attributes that served the expectations of end-users and that were embodied by the proprietary Gene Chip technologies. Those six attributes drove the creation of the design language. The “glowing jewel” that is the visual centerpiece of the instrument is designed to convey the machine’s internal intelligence and encourage the user to explore the capabilities of the device. The GeneChip scanner was designed in both a single assay and a multiple assay carousal format. Human factors and simple interface approaches also drive the design of this instrument. Affymetrix received the Outstanding Corporate Innovator award for 2004 by the Product Development & Management Association (PDMA) at the PDMA's 28th Annual International Conference in Chicago on October 26, 2004. The PDMA honors organizations that demonstrate sustained excellence in the development and profitable commercialization of new products and services.
"We asked Design Continuum to make our flagship GeneChip Scanner 3000 empowering and easy for scientists to use. And the feedback we’re getting from customers indicates that we hit the target."
— Chip Leveille, Senior Director, Corporate Marketing, Affymetrix Related Content |