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THE LANDA UX
Revolutionizing the User Experience (UX) for Breakthrough Productivity
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Rapidly changing technology and shifting global demographics have left many businesses, and even entire industries, contending with what some have called “Digital Darwinism,” a fight for business survival. The printing community is no stranger to the forces of Digital Darwinism. The industry today faces the most daunting challenge to its role and relevance in its 1,000-year history.
The global print market generated about $901 billion in revenue in 2013, according to Smithers Pira. Through 2018, emerging economies and added-value digital print applications will help expand the industry, but only by a relatively small 2% annually.
To achieve profitability, the challenge for print manufacturers and providers is to make a quantum leap forward in press productivity by re-examining the user experience, or UX.
The TOUCHSCREEN GENERATION
We’re witnessing – and literally endorsing through increased hands-on involvement – a revolution in user experience (UX). For example, it is estimated that, on average, we use our smartphones as much as 150 times per day.
It’s become second nature for us to have touch-based control – not only on our mobile devices, but also across myriad consumer and business electronics products. A growing number of industries – computing, communications, medicine, financial services, among many others – have re-engineered their products’ UX factors.
In a prime example from the automotive world: Motor Trend named the Tesla Model S the 2013 Car of the Year. The article emphasized the point that “… all judges were impressed with the Tesla’s unique user interface.”
Many products featuring new UX design deliver a range of inherent rewards to the user. Great UX allows the operator to interact with a device in a way that is sensory, meaningful and experiential. It gives users a valued sense of control, mastery, productivity, efficiency, performance, accomplishment, and even fun. A sound UX design also helps users to learn quickly and grasp functions intuitively, simply by doing.
The Print Industry IN THE AGE OF UX
While touchscreen technology is disrupting whole industries and business models, the print world has been slow to come to the party. Press operators haven’t been exposed to the full potential of Twenty‐First Century UX technology; their experience has gone largely unchanged. As a result, the productivity of both operator and press has room for vast improvement.
LANDA REDEFINES THE UX IN PRINTING
At the launch of Landa Digital Printing, founder Benny Landa announced that his “second digital printing revolution” introduced several breakthroughs: new Landa Nanography® print technology and “the perfect work environment” for press operators.
To turn the “perfect” workplace vision into reality, Landa engineers spent a decade in developing, testing, and refining the user experience for the Landa S10 Nanographic Printing® Press. The designers’ effort and research ultimately led to a UX design that offers the most human-centric interaction ever experienced by press operators.
The many signature innovations in UX begin with the Landa Operator Cockpit, an ergonomically designed, human-centric control area featuring a large touchscreen display. The screen allows operators to control all functions related to operating the press. The output tray has been moved to within a few steps of the Cockpit – saving even more time for the operator.
Designed to be the office of a Twenty‐First Century printer, the Cockpit has built-in slots to hold writing implements, cords, and mobile phones, as well as drawers for tools. It even has a cup holder to prevent spills. Internal cameras and real-time video feeds allow operators to easily monitor all phases of the printing process.
A Job Manager, located immediately to the user’s right, visually displays print jobs as virtual job tickets along a timeline. Each ticket is color coded, informing operators whether the job is ready for printing or requires operator action. A large, adjustable, tilted inspection table reduces user strain and enables fast, easy output examination for busy operators. The close proximity between the table and the paper delivery make for a more efficient working environment as operators don’t have to stray far from the Cockpit to check output.
Other examples of new automation that eliminate time-consuming manual intervention include: automatic paper handling; an inline coating unit; and a touchscreen-based Feeder Console that is sensibly located between the feeder and the bridge.
LAUNCHING THE “flow state” OF PRINTING
When athletes, artists, musicians, engineers, and other professionals perform at their highest levels, it’s often said they’re in a “flow state.” The phrase refers to a mental state in which a person performs with a sense of hyper-energized focus – completely immersed and absorbed in a process.
The Landa User Experience, its UX, is triggering a similar flow state for press operators. It aims squarely at forcing a historic upheaval in printing and delivering an industry-saving surge in productivity.