Take for example the following products, which have created enormous value for people by intertwining design and engineering:
GPS as a technology sends coordinates, like latitude and longitude, that can locate you on a map. But it is the user experience of being able to find places of interest, reading reviews, looking at photos, and receiving turn-by-turn guidance that really transforms the technology and makes it fun to drive and discover to new places.
The iPod is another great example. Before this device came into existance, people lugged around jackets of CDs, and manually changed discs to listen to new albums. There would be times where you would forget CDs that you really wanted to play on a road trip. All that changed with the iPod which made it possible for people to really enjoy the experience of listening to their entire collection of music.
The cockpit of an airplane is another great example. All the real time information (altitude, directionality, accession, recession, horizon, pitch and roll) are not shown as individually. The information is shown visually on the PFD or primary flight display, so the pilot can instantaneously understand whether he/she is flying parallel to the horizon.
We believe that technology on its own cannot solve human problems. New technology creates opportunities where there were none before. But it is the intertwining of innovative design and inventive engineering that creates value for customers.