From vision to reality: get to prototype faster with TG0
Successful innovation isn't just about divine inspiration. It requires a combination of talent, technical expertise, and sheer determination. At TG0, we combine patented touch-sensing technology with deep industrial design expertise to turn ambitious ideas into high-performance products.
In this interview, TG0 Principal Industrial Designer Ali McPhail breaks down the key considerations for innovation, how to frame a brief, and why physical prototypes are the secret weapon for getting stakeholder buy-in.
Why is product innovation critical for business growth?
Every business wants to innovate to win customers and raise revenue. Companies often look at Apple’s success and aim to replicate it, sometimes dedicating 2-3% of revenue to R&D. However, capital alone isn't enough.
Innovation projects often fail due to:
- Poor definition: The problem wasn't clearly scoped from the start.
- Market evolution: The solution became obsolete before launch.
- Cost dynamics: The final product couldn't meet the required price point.
The organizations that succeed are those with a laser focus on the problem they are solving, wide technical capability, and the perseverance to see it through.
Is innovation just about hardware?
No. True innovation transforms the entire user experience (UX).
Case Study: Apple iPod
Apple did not invent the MP3 player; they reinvented the experience of listening to music. They succeeded not just because of hardware design, but by integrating:
- Easy music organization (iTunes).
- High storage capacity ("1,000 songs in your pocket").
- Intuitive navigation (The Click Wheel).
It was this holistic, integrated breadth of solutions that led to their market dominance.
Examples of TG0 Innovation Projects
We have applied our patented sensing technology across automotive, aviation, and consumer electronics sectors.
1. etee Controllers (VR & XR)
- The Challenge: Create a lightweight, button-free controller for Virtual Reality.
- The Solution: Using TG0’s patented finger tracking system, we built controllers that sense touch, pressure, gesture, and proximity without mechanical switches.
- The Outcome: Originally a proof-of-concept (PoC), demand was so high that we launched a dedicated online shop.
2. Airbus Smart Seat (Aviation)
- The Challenge: Develop a smart airline seat that monitors passenger comfort.
- The Solution: A seat capable of sensing sleep, movement, and pressure distribution.
- The Speed: TG0 took this project from brief to first prototype in just four weeks.
3. Novares "Car of the Future" (Automotive)
- We collaborated on next-generation automotive interiors, integrating smart surfaces into the vehicle cockpit.
How do you start an innovation project?
The most important step in innovation is "framing" the problem.
Too many innovators think "technology-first"—trying to force a specific tech into a scenario. At TG0, we define the business case first. We ask critical questions to turn a fluffy aspiration into an actionable brief:
- Who will use the product?
- How will they hold, store, or interact with it?
- What does the market research and usability data tell us?
- Which price point do we need to hit?
"At TG0, despite having patented touch-sensing technology, we never make a problem fit our technology. We define the problem first." — Ali McPhail
Why are physical prototypes important?
Physical prototypes are the most effective way to communicate an idea and secure investment.
Innovation often dies in big organizations due to risk aversion ("It can't be done"). While sketches and CAD renders have their place, a tangible physical prototype is invaluable because:
- It proves feasibility: Naysayers can see and touch the solution.
- It accelerates decisions: Stakeholders instantly understand the value proposition.
- It generates excitement: A real-life example makes the difficult seem achievable.
TG0 Capabilities: Who do we help?
TG0 acts as a "one-stop-shop" for innovation, supporting diverse roles across the product development lifecycle. No matter the role, TG0 can help:
Industrial Designers: We prototype electronics and UIs that match your brand visuals, delivering tangible models for internal stakeholder buy-in.
Engineering Teams: We develop software and firmware to evaluate ideas, offloading work packages to free up your internal resources.
Product Managers: We take ideas from "sketch to shelf," handling cost, sustainability, weight, and visual criteria before productising the solution.
The Team: People + Technology
TG0 is a multi-skilled team of free-thinkers and detail obsessives. With a headcount of under 25, we cover the full stack of product development:
- Software & Firmware Development
- Machine Learning (ML)
- Physical & Digital Interface Design
- Mechanical & Systems Engineering
Rapid Prototyping Capability:
We have in-house 3D printing, injection moulding relationships, and an international supply chain. This allows us to take a hand-drawn sketch and deliver a working physical prototype within days or weeks, without needing to outsource.
Ready to innovate?
If you have a project or idea, contact Principal Industrial Designer Ali McPhail at ali@tg0.co.uk.
