Can design make a smartphone easier to repair?
DANIEL RAUH: Yes, it can. Thoughtful design makes it easy to replace individual components, reduces the use of adhesives and facilitates modular construction. We prioritise the use of screw connections and standardised tools, together with a clear internal layout that makes repairs more intuitive. For us, design is not just about aesthetics; it's also about accessibility – which is a key factor in longevity. The human-machine interface is evident not only in usability but also in the repair process.
Smartphone design is highly standardised. How can it be made visually distinctive?
DANIEL RAUH: We don't design for a single season; we design smartphones that will still look good in ten years. We rely on simplicity and symmetry to create visual calm, using proportionate radii to give our products a tangible, balanced feel. Our design philosophy is based on timelessness rather than trends and on simplicity rather than complexity. Details make the modularity unobtrusive.
What opportunities are available to Shift, as a small player in the market?
DANIEL RAUH: Our small size is our greatest advantage. We have the flexibility to respond quickly to developments, to make swift, bold decisions and to implement unconventional solutions. This allows us to connect with a customer base that values conscious consumption and fairness. These customers are more than just consumers: they share our values and are invested in our growth. We're also finding that even the big players are taking notice of us, and that our actions are helping to spotlight the importance of sustainability across the sector.
You promise fair production. Is that even achievable with a global supply chain?
DANIEL RAUH: We recognise that achieving absolute fairness across global supply chains is a significant challenge. That's why we focus on building long-term partnerships, personal relationships and transparent communication with our suppliers. Full traceability to every last supplier is not yet possible in all areas, but we are gradually raising standards and taking everyone involved on this journey with us. This extends to the extraction of raw materials. For us, it's an ongoing process. We are committed to identifying the key areas where we can drive the most significant sustainable change.