Interviews with the best designers of the red dot design award: Stephan Niehaus

Good product design is also gaining increasing significance in traditionally less design-oriented industries such as the construction industry. This is also shown by the “TE 7-C” rotary hammer by Hilti, which received the ‘red dot: best of the best’ in the category “Trade & Industry”. red dot online interviewed corporate chief designer Stephan Niehaus.

Mr Niehaus, what inspired you to design this special product and what was your intention behind it?

When developing the Hilti TE 7-C rotary hammer – a technically innovative and extremely powerful all-round device – we wanted to equip a device with perfect handling qualities, high convenience and extreme robustness. At the same time we wanted to create a distinctive Hilti product with a clear identity as well as brand-specific design and quality characteristics. This was a real challenge for the designer – particularly since the device series should integrate the same components in the mains as well as cordless version if possible. An additional challenge was the integration of a dust exhaust module, which above all significantly reduced the health risks for the user (with regards to dust particles) but also the cleaning costs. With the Hilti TE 7-C we have created an excellent rotary hammer, which in its class – as an individual product as well as a product system – has an astonishingly balanced weight and excellent overall handling qualities. When designing the device it was therefore very important to us not to develop a new, random design. Our aim was to allow the customers to ‘grasp’ and experience the characteristics of the product as well as the values of Hilti with all their senses on the basis of our distinct brand language. At the same time we wanted to give the Hilti TE 7-C an unmistakeable character with a high identification value. We have successfully achieved that, as we can tell from the response of our customers.

What does receiving a red dot: best of the best mean to you?

We are obviously very happy about the award. Personally, I regard it as recognition of the final result of the work our complete team has put in - including the support by our out-house design partner busse design ulm – and it is particularly important to me to point out this teamwork. Without the expertise, the great personalities and the high motivation of our team we would not have been able to achieve such a result. It is only when designers can understand the objective targets of for example engineers, production and logistics experts as well as marketing strategists – and vice versa – the basis for an optimal product has been created. If, in addition, the objective target has been directly derived from the client value, then the best possible conditions for a successful new product have been created. 

What are in your opinion the special challenges designers face today?

There are many challenges in the macrocosm as well as microcosm. Fortunately, designers are more and more often confronted with the necessity of having to design not individual products but complete systems, which are long lasting and thus generate influence that goes beyond the current design task or process. An important challenge for the designer is to think outside of the box and look ahead into the future – while considering the most important aspects – and to point out innovative solutions which balance customers’ needs with company interests and ecological necessities. To communicate these solutions in the right way at the right time is an at least equally important challenge.

What would you still like to achieve as a designer in future?

A lot! Above all to stay curious. To emotionally appeal to people with new solutions; maybe also surprise them positively, while appealing to all their senses in the process. To question set procedures and solutions. To co-design products – but also services –, that define types and new standards for potential customers. To co-design product worlds which are completely self-explanatory and can be understood and used anywhere in the world. To enable the customers to experience the philosophy and message of a brand in all the elements that can be perceived by them – and in doing so using a consistent, strong and unique – that is, exactly the right – design language.

How high do you think is the economic significance of design?

It’s enormous. We know from our clients that product design has constantly increasing importance in the selection process. Today, more than half of all buying decisions are not made rationally but based on emotion – following a gut feeling – also in the construction industry. Design is a fundamental component within this decision process. Within the first 5-20 seconds, we want to convey all the positive product characteristics to our customers via seeing, feeling and hearing and by doing that create lasting enthusiasm about our product. Often it is the pure appeal of the design, which creates a ‘wow’ effect and a reaction of “I want to use this.”

With the TE 7-C, Hilti introduces a universal rotary hammer, which fulfills the quality and visual requirements of professional users as well as DIY-ers. A new housing concept combines innovation, functionality, and an attractive design: The housing in the traditional Hilti red gives the device its visual identity. The black surfaces and the ergonomic handle consist of innovative ‘Soft-Grip’ materials, thus allowing non-slip and fatigue-free use even under high workload. The special interface allows a quick exchange of all conventional tools, thus increasing the work speed.

The ease of use is also impressive: The main functions are selected via a large rotary knob sunk in the housing, which is easy to use even when wearing work gloves. The balanced design avoids excessive and unnecessary strain on the user. Furthermore, an optional dust exhaust keeps the work surface clean during use, saves cleaning costs and reduces health risks posed by dust particles.