The ME70 uses innovative underwater technology to chart fishing resources, and Simrad is today the only supplier of such a product. The user interface shall be innovative and easily accessible. At the same time, it is important for the manufacturer that the design of the screen image strengthens the ME70’s identity as a Simrad product.

The jury’s verdict:
The ME70 is based on a enormous amount of technological innovation. In addition, the manufacturer has produced original ideas in respect of the user interface. The program is intuitive and easy to use, yet nevertheless flexible. Five large main buttons control the most important functions, and these are simple to use both in the dark and in high seas. The informational hierarchy is logical and solved expediently. The screen can display up to five different images at the same time, but the user can also navigate through each screen image and obtain more information if necessary. The product’s design is clear and adapted to the target group. Colours, symbols, text and lighting are well-suited to changing lighting conditions and the user’s need to rapidly gain an overview of the situation.

Company: Simrad Horten AS

Project group company: Torfinn Johansen (Software developer and Project manager for MMI), Bjørn Foss (Head of Development) and Kjell Gjestad (till now Head of department at Simrad Fiskeri)www.simrad.com

Design: Formel Industridesign AS

Project group design company: Geir Eide (Project manager) Aleksander Borgenhov (Designer) and Paal Holter (Interaction designer)www.formel.no

Award / year: Award for Design Excellence - 2007

Category: Design for all