“We never do simple stuff, otherwise it would be boring for us and our client.” — Interview with Yuval Spector, CEO of Shell-Case.
ENTWURFREICH: You are a global leader in professional carrying cases. Which industry is the most important for you?
YUVAL SPECTOR: We do diverse casings for several industries. But our biggest market is the medical field. Before entering that market the products looked like they were from the 60s or 70s. We thought this is a good niche that appreciates good Design.
ER: What are your clients telling you about your products?
YS: We typically receive very good feedback. The changes are always dramatic. From very basic to a sophisticated product with matching brand perceptions.
ER: How you manage all the different demands from a similar background?
YS: Some demands are similar. Some are very specific. Each project is managed and released separately. Through our experience we can always adjust and suggest.
ER: Are clients sometimes mad or angry because they have seen something similar or even better at other companies you have been working for?
YS: No. Everything we do is very specific and unique. Uniquely developed features are always kept for one client. We don’t use it for similar projects.
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This interview has been issued in the ZOOM-IN trend report about the MEDICA conference. Take a look into following preview:
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ER: Up to the finished product, what does your engineering and innovation process look like?
YS: First we collect all the information. Then we think about the most sophisticated and elegant solutions. If it’s not possible, we will try to make it happen, as close as possible. We never do simple stuff, otherwise it would be boring for us and to our client.
ER: What makes your USP so different from other manufacturers?
YS: It is the know-how we have developed in the medical field and the knowledge to integrate textile, plastic and metal parts in our cases. It involves many processes like risk management, validation, etc. Our products are highly reliable. You want to avoid any failure during critical moments.
ER: You are a globally acting company. What defines the European client?
YS: In general EU clients have opinions and attention to details. They are strongly attached to Design.
ER: Your HQ is in Israel. What makes Israel such a good location for innovation?
YS: Israel is a very expensive country with high payments for labor. To compensate and add value to our clients, we need to be very creative and innovative. In order to sell, we need to be very good in what we do.
ER: Are you afraid that other companies copy your knowledge and products?
YS: This happens and it is very normal to be copied. By being a step ahead you make yourself copy-proof. This involves constant innovations. If the client is happy, they have less reasons to look for alternatives.
ER: Does Shell-case design the products, or does the client already have ideas?
YS: Most of the time we do everything from scratch. But we always like to get ideas and design challenges from external designers. This gives us new and fresh ways of thinking. We always appreciate other opinions.
ER: How do you choose the right material and manufacturing for a certain problem?
YS: It highly depends on the usage. If it is a device for the EMS environment, it needs to be very durable, detachable for cleaning, or easy to sterilize with alcohol. If it is a regular case like for Ultrasound, you can use more gentle materials. We match the technology according to the requirements, quantity and expected price.
ER: How do you define good user experience?
YS: Today the user is a global one, so we always think about the end user first. Good quality is always appreciated. Client feedback during development stages are also important to fine-tune the product.
ER: You manufacture in China. How do you control the process and outcome quality?
YS: We have our own team in China and the development is done in Israel. It is a long process, but once we give the instructions to the production team it’s all very defined and detailed. There is no room for interpretation. The know-how in giving manufacturing and QA instructions is is just one of the things that make us unique.
ER: Form follows function, or form follows storytelling?
YS: If you want to sell a product today you need to have a good story. It’s the next stage above features. We need to be very clear about the ability to present and communicate the brand.
ER: Thank you, Yuval.
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