With the rise of artificial intelligence (AI), 5G technology, the Internet of Things (IoT), and cloud computing, new generations of information technologies have not only accelerated technological innovation but also become crucial drivers of global manufacturing transformation. To deeply analyze how the medical equipment industry is adapting to changes in the new AI-driven era, the 2024 Hebei International Industrial Design Week—Xiongan Design Creative Ideation Event invited Zhao Dongge, Co-founder and Chief Design Officer of Zhijia WenDao Technology Co., Ltd., to share his insights on the topic: "Redefining the High-End Image of 'Made-in-China' Large Medical Equipment in the AI Era".

Zhao Dongge
Co-founder & Chief Design Officer, Zhijia Design

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Evolution of Industrial Design: From the 1.0 to 4.0 Era

Looking at the development trends in global manufacturing, industrial design has evolved through various stages—from 1.0 to 4.0. The design style has transformed along the way, a shift evident across different product domains.

Take smartphones as an example. In the 1.0 era, Nokia's designs were characterized by rounded shapes, complex color schemes, and intricate designs. However, the introduction of the iPhone in 2007 revolutionized this traditional design approach, leading smartphone design to evolve towards simplicity and intelligence.

In the automotive sector, vehicles from brands like Mercedes-Benz and BMW in the 1.0 era featured intricate and full interiors, rich in detail. With advances in technology and shifts in consumer aesthetics, today’s cars have become increasingly streamlined and simple, incorporating more smart, tech-driven elements.

Similarly, the design of medical equipment has undergone significant changes. Twenty years ago, leading international brands like Siemens and Philips adopted complex designs for their medical devices, a trend similar to smartphones and cars, where rich and detailed designs were often considered a mark of quality. However, with the advent of the 2.0 era, there was a shift toward lighter, more technological designs. By the 3.0 and 4.0 eras, medical equipment design began to emphasize simplicity, intelligence, and interactive smart features, leading to a dramatic transformation in both the design style and user interaction methods.

Design Trends: Shifting Focus from Product to User Vision

Zhao Dongge emphasized that the key takeaway from these cases is the shift from product-centered design to user-centered design. He elaborated on this point through three key observations.

1. The Advent of the Smart Era: Products in All Industries Are Moving Toward Highly Interactive, Contextual Experiences

This statement reveals the future direction of design, marking a turning point in its evolution. Zhao Dongge stressed that the core of redefining design lies in “human-centered” thinking—design should revolve around the user’s vision. He illustrated this with a comparison between traditional green trains and high-speed trains. While traditional green trains primarily innovated on small improvements to the product itself (such as efficiency, appearance, or comfort), a user-centered design approach envisions a more holistic user experience, akin to the comfort and speed of air travel, ensuring timely arrivals. This approach encourages designers to step beyond traditional product constraints and create products that more fully align with user expectations.

2. As Interaction Modes Evolve, Products Are Becoming More Focused on the Emotional and Psychological Needs of Users

In the design process, designers now focus more on “user profiles” and strive to explore and understand users’ needs on multiple levels, not only from a functional standpoint but also considering users’ daily habits, psychological traits, emotional needs, and social roles.

Designers must also understand three levels of brain perception—cognitive, interactive, and emotional—and integrate these layers to create products that resonate deeply with users. Zhao Dongge suggests using Maslow's Hierarchy of Needs, a psychological model that explains the different levels of human needs that must be met to reach one's full potential. Combining this with the three layers of brain thinking offers a clear pathway for creating products that meet functional needs while also offering emotional value and human-centered design.

3. Products and Users Communicate in 360° to Build Emotional Value in the Customer's Mind

This principle succinctly defines the interaction between products and users, fostering an emotional connection. Zhao Dongge emphasized that designers should not limit themselves to just functional value or recognition of the product’s utility. Instead, they should explore how users form a dual recognition of the product’s functionality and emotional appeal. In this process, smart features and exceptional functional performance play a crucial role, capturing the complex and diverse interactions between products and users, ultimately helping designers create aesthetically pleasing, user-friendly products.

Innovation in Medical Equipment Design: From Proton Therapy Systems to Surgical Robots

In his concluding remarks, Zhao Dongge showcased Zhijia Design’s innovative achievements in proton therapy systems, surgical robots, and smart medical equipment. Among these, he introduced the proton therapy system, one of the most expensive pieces of medical equipment, which integrates the concept of “metamorphosis” into its design, symbolizing hope for patients' lives. This product has won more than ten international awards, including the Invention Patent Gold Award and the Red Dot Award.

Zhao Dongge’s insightful talk shed light on new trends and methodologies in medical equipment design in the AI era, offering valuable guidance to the design community. In the age of intelligence, designers must place the user vision at the center, continuously innovating and pushing boundaries to create smarter, more human-centric, and emotionally resonant medical equipment. This will not only safeguard human health but also drive the medical industry toward a more advanced, efficient, and sustainable future.