“We still celebrate the moments of invention and inspiration – it’s still very much at our hearts, but we have evolved this into a process of customer driven insight and innovation. Our process is geared towards improving the odds of success.” — Mark Elmore

In Mark Elmore’s view, design is not a series of wild leaps into an unknown landscape, but a series of small forays into territory which is already well understood. The continual building of that platform of experience, that knowledge base, is the most important characteristic of Fisher & Paykel design.

Fisher & Paykel encourage all their design people to see things through the eyes of the customer. They have home laundries and kitchens in the office, so that development staff can use our latest prototypes. F&P send designers to film customers and professional cooks using their products, so as to understand the compromises and difficulties of real world environments. New staff go into the field to install and service appliances. Design staff are encouraged to take prototypes home and field test them.

Mark says “It is not an endless, limitless process. You have to be responsible and accountable. That’s why we have absolute focus, everything is driven by customer interest.”

Style is an important aspect of design. “Style creates desirability, it reflects the way in which we do things; the way we design our products; the way in which we evolve in response to changing market needs and trends” says Mark Elmore

In 2008 Fisher & Paykel Appliances launched the stylish CookSurface which is a clear embodiment of their mastery of difficult technical processes, and typifies the company’s design approach..

The CookSurface, was described by the judges at the BeST Awards as a “world first, groundbreaking innovation in the cooking appliance sector”.

The look and feel of these kitchen products owes more to Hi-Fi in the living room than the normal white ware. In essence the CookSurface is a ceramic hob with three hidden pan supports, which, at the push of a button, rise up from the glass surface and ignite with the simple turn of a dial. User trials found that the timing of that rise was crucial. Three seconds is too slow whereas 0.5 sec seems too fast. There is a natural human rhythm in user expectations. The dial controls provide audio and visual feedback for precise linear flame control. The design has exceptional safety features such as a parental lock and automatic gas shut-off built into the appliance.

Fisher & Paykel developers found that the conventional four hob layout was dubious. Their alternative three-in-a-row layout they see as the most effective design in terms of ergonomics and safety. Because of its unique design, which sees its hob and pan supports being neatly tucked away from sight when not fired up, the CookSurface can be used as extra work space.

The BeST Awards judges said they were “hugely impressed by its beautifully crafted, sophisticated aesthetic” and they were “delighted by the magical ritual of lighting the gas hob”.