Throughout the 20th century new technologies passed through three phases of adoption (as identified by technologist David Liddle): an enthusiast phase, a professional phase and a consumer phase. During this journey design reduces technological complexity.
| Enthusiast | ||
Enthusiasts are the technically-minded designers, engineers and inventors who demonstrate what a product could be. They adopt a new technology because they see its potential. They tinker and resolve the problems that new technology exhibits and thus begin to break down the barriers between machines and people, leading towards more personalised products. |
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| Professional | ||
The professional phase in a technology's life heralds its wider acceptance and understanding. Products find their way into the workplace. However the technology remains in the hands of those with the skills to operate it. The design values that are applied to products through this phase include reliability, performance and useability. |
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| Consumer | ||
Existing products are rethought; designers refine the experience of the technology. Products become personal, mobile and often desired by the consumer. The designers incorporate new materials or adapt technologies to create innovative new forms. The focus is not on the technology, which is increasingly hidden, but on what it can do for people. |
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| Enthusiast | Professional | Consumer |
Enthusiasts are the technically-minded designers, engineers and inventors who demonstrate what a product could be. They adopt a new technology because they see its potential. They tinker and resolve the problems that new technology exhibits and thus begin to break down the barriers between machines and people, leading towards more personalised products. |
The professional phase in a technology's life heralds its wider acceptance and understanding. Products find their way into the workplace. However the technology remains in the hands of those with the skills to operate it. The design values that are applied to products through this phase included reliability, performance and useability. |
Existing products are rethought; designers refine the experience of the technology. Products become personal, mobile and often desired by the consumer. The designers incorporate new materials or adapt technologies to create innovative new forms. The focus is not on the technology, which is increasingly hidden, but on what it can do for people. |
| Calculators | ||
| Enthusiast | Professional | Consumer |
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| Phones | ||
| Enthusiast | Professional | Consumer |
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| Computers | ||
| Enthusiast | Professional | Consumer |
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| Typewriters | ||
| Enthusiast | Professional | Consumer |
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| Radios | ||
| Enthusiast | Professional | Consumer |
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| Portable Music | ||
| Enthusiast | Professional | Consumer |
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