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David Kushnir, R & D Manager / Engineer, Madentec
Tags:Assistive Technology, Innovators, Profiles
Inquiries: http://www.madentec.com or 1-877-623-3682 toll-free
Description of technology:Madentec develops a variety of computer-access assistive technologies, including AAC devices, keyboard alternatives, and head tracking systems like Tracker 2000.
Got involved in access technology issues through: Dave started his engineering career designing telephones, then moved to AT design with Madentec, where he has been working for over 8 years. He admits he knew “nada” about AT when he started, but that with time and experience “you get a feel for your clients.” In contrast to telephone design, Dave appreciates the opportunity to “dramatically improve someone’s life” in AT work.
Intrigued by:Speaking of serendipity after frustration, Dave says, “I can’t count the number of times when the wheels of my car hit the street in front of the parking lot and the light bulb went off just because you’ve dumped the whole problem and let your subconscious deal with it. Of course, now you got to go for lunch and you can’t act on it for another hour. But that’s okay, lunch is a lot better then.”
Finding out about needs:Dave indicates, “It’s a little strange, because each product seems to come from a different beginning,” including the occasional “epiphany” in the shower. In some cases, “You know you’ve seen it out there [a product concept], and you believe you can create something even better.” However, Dave also heavily emphasizes the importance of trade shows and the Madentec sales force: “They hear enough of a need from clients and they come back and say, ‘It would be nice if we had…’ and that’s usually how it starts.”
On design principles:Even with head tracking software, a major principle for Madentec is design that promotes independence, inclusion, and reduction of the potential for stigma largely through miniaturization. Dave says, “That’s the whole idea, you may be in a chair, but it’s all about fitting into society and independence. The more you have an attendant, obviously the less independent you are. So we try to tailor our products so that it gives the person seamless access to whatever they need to do.” He stresses that “our newest tracker, the Tracker Pro, is in the size of a golf ball… the size of a web cam - which is a common sight now - so most people don’t give it another thought.”
On users: Dave feels that users of AT “parallel the mainstream” saying, “some people embrace it as a new toy, something new and different, a new productivity tool that’s going to make my life better.”
On training and use: Emphasizing internal and external processes in his orientation to both design and training matters, he says, “I find the best methodology is, ‘What if I had to use it?’ So you are always trying to put yourself in the place of the user, plus in the design process, talk to people, talk to the people who are out there, use the feedback… and never be arrogant enough to think that you’ve got all the answers.” He also likes to hear feedback on how users of other manufacturers’ products are experiencing training and use when thinking about design.
Views on the market: Dave stresses that engineering is a “balancing act” and that “the market is only going to bear a certain price.” Reflecting engineering confidence, he states, “I could add all the features I want, and have something for everybody, but it will cost far too much for practical purposes,” as well as extending development “another six months.” In orientation to market, Dave again stresses the importance of including others outside of engineering – “Sales, marketing, and R & D have to be happy. You have to find the middle ground. Yet, sometimes you have to take a risk.”
Success indicators - making a difference:“You must provide the equipment to employees to help them work, you must get people back out into the workforce. I mean, ultimately, if you can get people out and working and they don’t need their attendant or need them less… Now they have a job, they pay taxes, you know, it all gets better.”
On challenges, information exchange, and research: For Dave, much of development is based on internal problem solving informed by the critical knowledge gained by sales and marketing divisions. He is primarily market-focused, and addresses the internal tensions of balancing acts: “I can probably do 99% of whatever sales and marketing wants but, is it practical to do so? How much is it going to cost? And then you get into that research phase of what’s available to do this? Can I fit it in the package you want? Can I do it at a reasonable price? Everybody brings the information back for round two. A little more of an iterative process back and forth and then finally a decision is made.”
Wants to know more about: “I want to know what works. I want to know what doesn’t. Knowledge is power. The trick is designing something that works… something that is your next generation device. Unfortunately, I am not a visionary. I will cut your little blue-sky idea into little bits because you know what, I can do it, but I look at it from a practical point of view.” Thus, Dave seeks practical real-world feedback from users about products and needs.
On new horizons: Dave describes discussions in the industry for “creating a universal access” protocol that would allow personal AT’s, perhaps integrated into an electric wheelchair, to communicate with a variety of external systems that might be encountered. Examples he offered included the ability to communicate with elevators to bring up a set of controls on an integrated mobile interface, to instantly download local restaurant menus for selection, or allow one to withdraw money from an ATM.
Provocative views & quotes: “If you can convince me that your idea is better than mine, I will move heaven and earth to implement it!”
