Consumer Product Design Guidelines10.02.00

IntroductionThe future of technology in the home

The technology backlash that many talked about for years hasn’t seemingly happened atall, at least not the way people imagined. We have not abandoned the computer and otherhi-tech devices for pencil and paper and other fundamental approaches to life as somepredicted. People still crave the latest and greatest. This backlash has instead materializeditself in people’s desire for more approachable and emotive design.

In the past, design was driven by technological innovation. Moving forward, as technologiesequalize and people’s lives become more and more inundated with technology, we needto address the increasingly complex relationship between consumers and technology. Themarket successes of tomorrow will be technology products and services that truly enhanceexperiences and add quality and richness to people’s lives. Consumerism is transitioningfrom product-centric to experience-centric. People are buying lifestyles and the stories,experiences and feelings that these product solutions offer. Products and services that havea cohesive "story" and are "emotive" will thrive. You only need to look at the success andmessaging of VW, Apple, and Target to see the genesis of this. 3Com’s “story” is “radicalsimplicity”, simplifing people’s lives through easy to use, easy to maintain, and easy to buyconnectivity products. This should become the criteria for every product 3Com produces.

Our environments will become simpler and less cluttered with disparate technologicalartifacts. There will be "ambient" technology all around us. We will begin to think lessabout the gadget and more about the content and benefit. Ultimately, technology anddesign will mimic nature in it’s incredibly complex and vast sophistication and at the sametime in it’s simple and beautiful façade.

Complexity on the inside = Simplicity on the outside. As technologies merge and informationexpands this becomes a more daunting challenge and demands collaboration across designdisciplines and industries. It also requires a shift in manufacturers’ mindset from complexityand quantity to quality and simplicity.

As for the physical embodiment of design, in mass, people gravitate towards products thatthey can relate to, that are approachable. People seem to respond most positively to familiarforms and visual metaphors…the extraction, abstraction, and application of appropriatevisual elements and meanings from past objects, experiences and nature. This approachseems to create an endearing quality and mass appeal in products. Again, this is evidencedin the current successes of emotive and characterful design as well as the emerging popularityin high-tech minimalism. This formula can also add an enduring quality to the product, asense of timelessness.

The design of the 3Com HomeConnect product line is focused on simplicity and high-techminimalism. Downplaying the complexity and simplifying it’s appearance. The end resultis a suite of connectivity products that is more approachable and easier to understand.

graphics, icons, labeling

Contents

basic formula

pages 6-13

pages 16-21

1 2 3 4 5 6

form

color, materials, finish

user themes

fundamental rules

camera/interactive device

large form factor

medium form factor

small form factor

page 4

abc

123

The following sections describethe physical attributes thatdefine the 3ComHomeConnect DesignLanguage. Following theseguidelines in combination withthe 3Com Brand Identity andUser Interaction Guidelines willbuild a strong and consistentbrand image.

page 5

pages 14-15

pages 22-23

Fundamental Steps & Rules

This is a brief overview of theHomeConnect ProductGuidelines and product designprocess. The intention is tohave a flexible and evolvingproduct design language. Tomaintain consistency, however,it is necessary to follow theseapproved guidelines. If youhave questions consult theremainder of the document oremail us at:

IDesign_Questions@3com.com.

A Product Design representativewill respond within 24 hours.

Project Initiation.Once a new product initiative has beenIdentified, the development team shouldinclude a product design representative. This is the best way to insure adherenceto the guidelines and will result, in theend, with a more refined and user-centered solution. Great products requireclose collaboration from the beginningbetween all disciplines.

Provide the designers and teammembers with a PRD and design brief.In order to iniate the design process itis necessary to provide the design teamwith the appropriate information. APRD and a design brief will inform thedesign team of all project goals andnecessary constraints.

Use research whenever possible andappropriate.In addition to standard market research,consider using user/observationalresearch. This is especially useful inproviding insights and a fresh perspectivein regards to new product design andarchitecture. It is a good way to discoverand address unmet user needs.Innovation is often times inspired by thistype of research.

Form.3Com’s approach to form in the designof it’s physical product should echo thecompany’s overarching theme of “radicalsimplicity.” The ultra clean sophisticationshould not be subjected to superflousdetails and surface decoration. Thishigh-tech minimalistic approach shouldhelp these products complement thehome environment as well as betterendure the “temporary” nature of hightech products.

Color, Material & Finish.There is a initial product color, material,finish palette defined in the followingguidelines. This palette serves as a toolfor consistency. As 3Com’s homeproduct offering matures this palettemay expand appropriately. These futureexpansions and inclusions are subjectto approval by 3Com product designmanagement.

Graphics and Product Markings.Any graphics, icons, labels etc. shouldadhere to the 3Com Brand IdentityGuidelines. There are many instances,however, where the Brand IdentityGuidelines do not apply or are notappropriate for physical product. Inthese instances refer to the followingguidelines on Product Graphics.Remember that a “consistent” look andfeel must still be maintained.

Graphics and Product Markings.Any graphics, icons, labels etc. shouldadhere to the 3Com Brand IdentityGuidelines. There are many instances,however, where the Brand IdentityGuidelines do not apply or are notappropriate for physical product. Inthese instances refer to the followingguidelines on Product Graphics.Remember that a “consistent” look andfeel must still be maintained.

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BasicFormula

The most identifiable and distinctvisual attribute of the designlanguage is the high polish finishof the plastic enclosures. Incombination with the other coreelements it creates a highlydifferentiated and sophisticatedaesthetic in comparison tocompetitive products. This finishshowcases the beautiful andsubtle qualities of plastic. It isplastic at its best.

The use of plastic is notguaranteed in all futureproducts. If another dominantmaterial is introduced anappropriate and complementaryfinish for that material will bedefined.

This pagesummarizes the most

pervasive visualattributes of theproduct design

language. Theseattributes may all bepresent at one timein a product or someappropriate subset ofthese. The decision

on inclusion orexclusion of certain

attributes should bebased on whetherthere is an obviuos

and strong visual linkto other

HomeConnectporducts.

The flaring form in the main bodyof these enclosures is anotherstrong element. It is executedin a subtle and restrained mannerthat does not feel forced orcontrived. It is seemingly morenatural and a result of slighttension or stretching in theplastic. In combination with thehigh polish finish, the productstake on a more housewares-likeappearance.

high gloss finish

tapered middle

flared ends

floating flangewith full round

large,generous,full radii

The rounded bead edge that ispresent at opposing ends is adistinctive detail. It creates avisual feeling of a continuousskin that wraps around the givenproduct... an elastic band. It isessential that the executioninclude a fully rounded edge asillustrated above. This will avoidany unfinished appearance.

Generous corner radii in one axisof the product is the final coreelement of the design language.Many times this is visualized asa “lozenge”, “hot dog” or“racetrack” shape. This shape isaligned with currentcontemporary graphic, productand furniture trends. It is alsovery familiar lending itself to massappeal. Because of this familiarityand simplicity it should retain itsrelevance in design longer thanmore complex and unrestraineddesigns.

The key to these simple shapesis in the execution of details,finishes and materials.

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S M L i

Form

The goal of any design language isto establish a recognizable anddistinct visual identity for a brand.This is best executed through iconicand memorable forms incombination with quality ofconstruction.

The HomeConnect design languagehas established a simple, iconic formlanguage derived from familiargeometric and graphic shapes. Incombination with sophisticatedcolors, textures and finishes this formlanguage takes on a feeling of high-tech minimalism. This minimalisticapproach should help HomeConnectproducts complement theirenvironment and be less susceptibleto rapidly changing design trends.

The minimalistic extrudedshapes shown here are agood example of the essenceof the design language.

The roundedbead edgethat ispresent atopposingends is adistinctivedetail.

Generous corner radii in oneaxis of the product is anothercore element of the designlanguage.The slightly concave sides and

flaring ends give these simpleshapes more distinction

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[usb network

adaptor]

LA

[ LS029 - whiteblue ]

[ Silver - PMS 877c ]

SmallForm Factor

The design language applied to asmall form factor case. In most cases,this form factor will be used foradaptors, in-line dongles and lowvisibility products.

The goal here is to be as understatedand restrained as possible whileexecuting the details at the samehigh level as more visible productsin the line.

USB/Ethernet Network Adaptor

Alternative design for translating adaptor

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[dsl modem

]

0.0

0

0.9

0

1.8

0

2.8

5

3.9

5

4.9

8

.09

7

[ LS029 - whiteblue ]

[ Silver - PMS 877c ]

[ Silver - PMS 877c ]

[ ver01 - part finish to plated silveblue satin chrome with PMS 645c graphics ][ ver02 - part finish to be matte BS429, matte with Silver PMS 877c grtaphics ]

[ printed label ]

MediumForm Factor

This size is representative of amedium size, cost-effective casewhich would be used for productssuch as modems and hubs.

The metalized faceplate allows forsegmentation between high-endand low-end. A lower-end unitwould have a non-metalizedfaceplate.

DSL modem case

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DSL modem case with cable management stand

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LargeForm Factor

Flagship products and unitsrequiring more internal real estatewould occupy larger cases. Sinceno larger cases have beendeveloped at this point theseshould be consideredplaceholders. As these initiallarger cases and gatewaysbecome available this section willbe revised.

Higher-end finishes and added-value features will be moreevident in these products.

Vertical Gateway concept with cable management skirt

Preliminary cooling tower concept

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Vertical Gateway concept with cable managementbase skirt

Example of how the design language may beevolved into varying form factors

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CameraCase

The majority of HomeConnectproducts are essentially infrastructureproducts with little to no interfacewith the user after initial setup. Thereare a few products now and morein the future which will have higherconsumer visibility and interaction.

These cameras are representative ofinteractive products within the designlanguage.

There is also an obvious visual tie toAudrey, 3Com’s first internetappliance device.

As more interactive products aredefined and sub-brands are createdit is still critical that the consumer canidentify a strong and consistent visuallanguage with 3Com products.

USB Video Camera

More interactive products may be offered inrange of colors, materials or finishes

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Audrey, a consumer focused internet appliancedevice. A close visual tie with the ConsumerProduct Design Language.

Interconnectivity between all 3Comproducts is a must for users. Definingadded-value features that are created

when 3Com products are used togetheris a strategic advantage as well as acompelling reason for consumers to

purchase 3Com products.

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ColorsMaterials

FinishesThe color palette for the 3ComHomeConnect product line consistsof a primary palette and a secondarypalette. Initially it is fairly limited forthe purpose of reinforcingconsistency and building brandrecognition faster.

The consistent use of color torepresent the 3Com brand is a majorfactor in making the brandrecognizable and memorable.Moreover, particular colors tend toevoke particular responses whicjhcan helpsupport the valuesassociated with the 3Com brand.

The color palette in most cases will need to be applied in the followingsituations:

• Plastic housings• Metal housings or exposed metal details• Graphics communications, icons and product markings• Labels

The following page specifies what colors, materials and finishes should beused in most applications.

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LS029 - VaporA bright white with abluish hue.Use: major bodypanels

LS190 - GreyA mid level grey.Use: Alternate color onmajor body panels

Milky LexanSlightly translucentUse: Lens parts, covers& stands that requiresome visibility

PMS 144Deep, rich rusty orangeUse: Accent color forminor plastic parts

Satin Chrome PlatingRich, sophisticatedmetalization for plasticand metal parts.Use: select high endaccent parts[see physical samples]*

Bright Chrome PlatingUse: Accent parts andstructural parts such asstands, brackets, etc.[see physical samples]*

LS190 - Vinyl/Powder CoatUse: applicationswhere metal partsneed finishing andplating is notappropriate

PMS 877c - SilverUse: Primary color forpadprinting of 3Comlogo and other productmarkings

PMS 542 - BlueUse: Alternate color foricons, productmarkings

PMS 442 - Steel GrayUse: Alternate color foricons, productmarkings

a select color palette for the communication of connectors for WAN, LAN, power, etc.

PMS 542 - BlueUse: Outside, WAN

PMS 130 - OrangeUse: DMZ

PMS 382 - GreenUse: LAN, HomeNetwork

PMS 021- Red-OrangeUse: Power

PMS 3975Deep, natural greenUse: Accent color forminor plastic parts

PMS 542Deep, rich blueUse: Accent color forminor plastic parts

Palette

plastics

graphics, icons, markings

labels

metals

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This section is broken down into 3areas...graphics, icons and labels.

To reinforce 3Com’s Radical Simplicityit is important to focus on the userinteraction. Clear intuitive visuals areessential for commuication and easysetup.

graphics

• The 3Com logo on products shalluse the approved one-colorartwork. Artwork in most case willbe printed but may also be moldedinto plastics parts in some cases.

• The proposed naming conventionfor products incorporates bracketsaround the product name. Thisimplies added information as wellas giving a slight techy feel to thesimplified appearance of the case.Koshgarian Light is the font specified

[dsl modem]

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• Product name to appear in brackets• Font: Koshgarian Light• pt size: 10pt (larger product may require larger pt size)

• 3Com logo graphics on products to bepadprinted in PMS 877c.•  The approved 1-color artwork should beused.• Graphics to be oriented lengthwise on productto accomodate both horizontal and verticalproduct orientations. On products that haveonly one orientation graphics should be placedright-reading.

• with 3C model # namingconvention

0.375”

Baseline of 3Comlogo to align withtangent point onsurface.

[dsl modem]

[3C2257 usb adaptor]

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Given the confusing nature of home networking, anygraphical representation of a network or instructionalmaterial should be executed in an approachable andsimple style.

If iconic graphics representative of the product designlanguage can be defined this will further reinforce theconsistency of the brand image.

�diagrams

un-secure side

DMZ

secure side

cable/dsl modem

external hard drive

gateway

wirelesspad

pda

pc2

pc1

network device

web

[home ethernet gateway]

1

2

3

4

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iconsIcons are one of the simplest andmost intuitive ways to communicatemeaning. Many icons are universallyand cross-culturally recognized. Ageneral guideline is to keep the iconas simple and bold as graphicallypossible.

The icon examples below represent a look & feel forHomeConnect products. They are all based around a circularmotif which aligns with the new 3Com “three rings” graphicidentity and relates to the users mental model of a networkand being connected. If possible icons should be designedin a non-directional fashion so that recognition from anyangle or orientation is possible.

Icons like this may be used on faceplates or connector platesof modems, gateways, hubs, etc. They will typicaly be printedor label based. Colors should follow the guidelines set forthin the colors section.

e

usb

power alert HPNA network

web/connectedto world/WAN

ethernet

usb

LANethernetalternate

usbphonejack/RJ11

connector types user interface icons

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Given that the home networkingarena is still in its infancy and that itis still very confusing to the majorityof consumers, it is critical that clearcommunication and positive mentalmodels are established regardingsetup and configuration.

One way to help the consumerunderstand the installation of theirhome network is to establish anintuitive labeling system that clearlydifferentiates the various functions,connections, and realationshipsbetween devices.

labels

Labels should attempt to clearly communicate the variousconnector types and functionality of the home network. They may help educate as well as enhance the setupexperience. Given the engineering constraints of connectorlocation in some instances, the graphic design of labelsshould be able to be adaptable to various spacialconstraints as well as manufacturing and cost constraints.

Consistency of look & feel can be maintained by usingbold colors and icons with simple geometric shapes.Colors should be aligned where applicable with PC99standards.

example of DSL back panel

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example of gateway panel

Internet input In-home connections

serial

Secure area

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In an effort to make homenetworking more consumer-friendly the following features,areas, and themes have beenidentified as opportunities.Current products address few ifany of these areas.

UserThemes

Setup

• Interactive setup guides• Well designed setup charts• Color coded, clear cabling• Preconfigured or modular basesytems designed around mostcommon entry scenarios• Easy to understand networkdiagnostic system• Smart system which communicatesdirectly with 3Com regardingproblems with your desiredconfiguration

Wiring

• Support products, like clever cableorganizers or cable ‘turtles’, that addto customer delight• Clear informatin on wiring rulesand ‘black magic’• Color coding has been a provensuccess• Color coded, icon based wiringstickies that allow for identifying wireidentity at far end from devices.• Possible “less wire” solutions likeintegrating hubs and powerstrips ormore ‘lego’ like architectures

Connections

• Products should metaphoricallycommunicate what they are doing.Consider hubs that resemblebranches, or readouts that visuallycommunicate the ‘network’ better• Clearly differentiate betweenvarious ports... input, output, power,etc.• Color code cables to representdifferent functions

Interaction

• Most people don’t care aboutinteracting with the network, theyjust want it to work. If it doesn’tthen they want to know where theproblem is occuring.• Falgship products, such asgateways, may have features suchas PCMCIA slots or USB peripheralports. These should be easilyaccessed• An on-screen network monitorwould greatly benefit diagnostics,and may appeal to peopleconcerned with kids’ use of theinternet, etc.

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Communication

• Subtle LEDS with intuitive iconmarkings are the most useful to theaverage consumer especially at aquick glance or distance.•  More detailed information couldbe displayed on a LCD or on thecomputer screen.• Decide on a distinct type of LEDblinking, pulsing or timing thatcommunicates quickly what ishappening• Nicely designed audible tones arepopular within reason

Icons

• The average consumer will beintimidated by a multitude of techyacronyms.• Icons are better than acronymscommunicating content.• Even with new and unfamiliar icons,people learn to associate meaningswith pictures faster than letters.• Icons should reflect the personalityof the overall product line. Theyshould be considered along withthe aesthetic of the product toprovide a wholistic image.

Naming

• For techno-savvy people, thestandard office naming of theinfrastructure devices may be finebut for the average consumer theyare very confusing. Names such as“gateway” are not bad but othersmake no sense.• Successful naming contributes tothe user;s conceptual model ofnetwork functionality.

Environment

• HomeConnect products are for thehome and thus need to reflect orfit their environment appropriately. • Things ranging from a friendlyelectronic aesthetic to a morehousewares-like look may be moreappealing to the consumer.• People may want to either hide,display, mount, etc these devices. Aflexible design should accomodatethese varying needs.

Upgradeability

• People tend to buy cheap with thethought that something better is onthe horizon. A “truly believable”upgradeable solution/story mayappeal to the consumer overcompetitive products and transitionthem from the “cheap anddisposable” mindset.

Modularity

• Case designs which accomodatea flexible and quickly changing futurefor HomeConnect will allow 3Comto respond faster to markert needs.Sharing cases, within reason (as longas it does not impact the user’sneeds and is appropriate), reducestooling budgets and further inforcesconsistency. The key is executingthose few cases at a high level ofquality and flexibility.

Always on

• Similar to the added-valueproducts, there is an opportunity tooffer content which utilizes thealways on connection and homenetwork that would compelconsumers to venture intoHomeConnect earlier than later.

Added Value Products

• By focusing on a handful of added-value products which truly utilize thehome network, 3Com could sparkinterest in the market, helping themto establish themselves as a presencein the Digital Home marketplace andcompel people to get connectedearlier rather than later.• For example... network smart alarmclocks, open ports that allow quickweb access, internet phones,  Tivotype devices, network photo albumswith thin clients, etc...

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project commissioningdean c. brady - 3Com

design directionscott wilson - IDEO chicago

contributing designersIDEO chicago design studioscott wilsonmarty thalerkuen changjerry o’learykuoyong huangdickon isaacs

graphic designscott wilson

3D modelingjerry o’learyscott wilson

client3Com3800 Golf RoadRolling Meadows, IL 60008tel: [847] 262.5000www.3com.com

consultantIDEO Chicago630 Davis StreetEvanston, IL 60201tel: [847] 425.6000www.ideo.com

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