It is arguably technology's toughest design challenge.
How do you create a device that packs in all the hi-tech
features an unforgiving public demands, but without sacrificing a sense
of style and good looks?
As HTC attempts to claw back lost ground in the smartphone
market, the BBC was given an exclusive look at what usually remains
under lock and key - the early design concept sketches of a new
smartphone.
Scott Croyle is the company's vice president of design,
responsible for taking the very first scribbles and turning them into
products that will compete with the likes of Apple, Nokia, LG, Sony,
Samsung and Motorola - all of which have made smartphone announcements
over recent weeks.
In the early stages of designing its latest phone, HTC's inspiration sparked from a somewhat unlikely place: a shoe.
"When you're designing a shoe, you have a very different
mindset than when you're designing a phone," Mr Croyle said, speaking
after the launch of the new handsets - neither of which look like a
shoe.
Doodling sportswear is a particular speciality of Mr Croyle
and team. Prior to being acquired by HTC, his company, One and Co,
boasted Nike as one of its clients - so he said it seemed like a good
place it start.
"When you start a sketch session, sitting down with the team, you can kinda get stumped.
"You're sketching for a while and you might sketch a car, or
you might doodle a shoe... it's as you're doodling and messing around
the page that all of a sudden an idea comes across."
The next challenge, of course, is to make sure that the design is feasible.