Console Designs

I recently came across this article about the design process behind the Xbox 360. Actually, it's more about JD Design and their work in creating an ideological basis for the Xbox brand. Check it out:

Less Hulk, More Bruce Lee

The Xbox division is really kicking ass. First, they created a startup like environment in a behemoth of a company like Microsoft. They were up against the video gaming giant in Sony's Playstation brand and yet managed to aggressively define a competing market for their console. There have been several articles on the design philosophy behind the Xbox 360, mostly from Microsoft's perspective. This one's interesting in its profiling of a new breed of consultancy that managed to present a simple philosophy for the Xbox brand.

Personally, I love the design philosophy, though I'm not a huge fan of the design itself. It's very neutral. I really didn't have any explicit reaction to the design when I first saw it in early 2005. But then, that's probably what Microsoft was gunning for: a neutral design that would work in all territories. It's ok really; the unique services mix in the Xbox strategy is what really excites me most about the console. And the controller itself is a work of art. The Xbox 360 controller is leagues ahead of any other gaming console controller (including the Nintendo Wii, the motion-sensing notwithstanding).

Given that, the Playstation 3's design is much more slick. It's a bold statement and reeks of class. That seems to go along with Sony's overall mantra as well: the PS3 is not a gaming console! Heh, at least that's what it appears to be. And the design translates quite well. How many articles have we seen around explaining why the PS3 looks the way it does? You'll immediately like it or you won't and in my opinion, that's the basis of good design. Love it, or hate it but spare the indifference. The controller is another story. It's not as ergonomic as the 360's controller and seems out of date next to the slickness of the console. I can see why the boomerang was immediately killed off by Kutaragi but that shouldn't have cowered him from going down the if-it-ain't-broke-don't-fix-it route. There are many ways in which Sony could have improved over the original controller's design: the symmetrical thumbstick layout being one area.

Finally, design is one thing and it's already set in stone (at least till they come out with version 2). The thing is, the console makers need to stay true to their core philosophy. What that means for the Xbox division is to always think of the gamer at the centre of the integrated experience they're trying to provide. I hear they're gunning for profitability within the next couple of quarters. They have no idea how much good the Xbox brand has done to Microsoft's bottom-line in general.

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