The Human Interface Revolution
(Excerpt from Andy Cunningham’s book, Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition)
In 2016, Synaptics Incoporated, a company founded by two engineers deeply interested in the intersection of neural networks and technology applications, celebrated its thirtieth year in business.
Rick Bergman, the company’s former CEO, attributed Synaptics’ longevity to the company’s commitment to innovation. “We make devices easier to use. That was the message we wanted to get out.” Synaptics knew that if it wanted to remain standing in an increasingly global competitive environment—and, in fact, lead the way—it needed to define its position in the marketplace better. Known predominantly for its work in developing the touchpad, the company was eager to establish itself as an innovator across a wide range of human interface solutions, including mobile computing, entertainment, automotive, and other consumer electronic developments. In short, it wanted out of the touchpad “box.”
In addition, although Synaptics knew it excelled at innovating, too often those innovations never saw the light of day—or were snapped up by competitors who took the company’s creativity to the next stage.
The Aha!
When we met with Synaptics in 2014, the company knew it should be positioned in the human interface space in which it already was operating. The management team wanted help defining that position to bring the concept of human interface to life and place Synaptics in the lead role.
It was apparent that with over 1,900 patents, Synaptics was a poster child for Mechanic DNA. More specifically, it was a Mechanic dedicated to offering a wide variety of features, all with an eye toward enhancing user experience. Synaptics has consistently added to its product line over the years, moving from notebook PCs into mobile and then adding display drivers, fingerprint sensors, and myriad other technologies.
An added twist is that in working to deliver an intuitive user experience, Synaptics doesn’t innovate just for itself. It brings its technology to partners, who decide what to do with it. Say I’m designing my dream restaurant. I want it to be modern and cool, with a state-of-the-art interface for ordering. Printed menus are out; ditto for having my staff take orders on a notepad or tablet or commit them to memory. I want something different.
I meet with members of Synaptics’ UX team someone comes up with the idea of turning the table into an ordering surface. Synaptics creates a prototype and we review it, tweaking the design as needed. In the end, I walk away with a touchscreen tabletop that brings my vision to life. Human interface in action. And very much in keeping with the positioning statement we wrote for the company:
Synaptics is the leader in human interface solutions. With its innovative thinking, best-in-class technologies, and portfolio of integrated solutions, Synaptics empowers its partners to deliver intuitive user experiences.
The Results
Synaptics’s new brand and communication platform launched at the end of 2014, and alignment with the innovation message remains the key to success. Being seen as the human interface leader is imperative to long-term growth. It’s also about figuring out how to use positioning to maintain Mechanic culture, which shines through in internal hackathons and on a patent wall. It also shows up in the companies considered for merger and acquisition, including the purchase of Renesas SP Drivers (RSP).
Bergman noted that five years earlier there wasn’t one semiconductor company talking about human interface. “But that’s what Synaptics is known for now. It’s completely changed the way people perceive us in the industry.”