Nothing — a brand founded by Carl Pei, co-founder of OnePlus in 2020. The company designs smartphones, audio equipment, and associated software with a strong focus on aesthetics.
Later, Pay also collaborated with Teenage Engineering, a Stockholm-based electronics company renowned for its product design. The main thing that sets Nothing apart from everyone else is its desire to make technology less intrusive. Instead of constant vibrations and screen notifications, there are the Glyph light signals, which you can see out of the corner of your eye.
Dominant colors: white, black, gray + an accent red (for buttons/cables). The aesthetic combines 90s technological nostalgia with modern trends, and a characteristic feature is the use of transparent surfaces.
The design philosophy of Nothing is built on three pillars: transparency, minimalism, and joy of use.
«Technology should be intuitive and bring joy, not complicate life.»
Smart Speaker Analysis
North America and Europe remain leaders among smart speaker manufacturers, but the Asian market is also growing. Inexpensive devices dominate the market share, but the premium segment is growing faster. Recent trends include the intensification of generative AI and more context-aware assistants, minimalism and nuanced materialism, the «Functional Art» aesthetic, and a fondness for retro design.
Market Competitors
Structural Analysis
The following fundamental principles are present in smart speaker designs:
Round/cylindrical casings ensure even sound distribution and stable placement on a surface.
The balance between casing size and sound quality is critical: a casing that is too small restricts acoustics, while one that is too large compromises its placement within a living space.
Status indicators—light rings or strips that show the assistant’s activity, modes, and volume levels.
Physical controls: touch zones or buttons on top (volume, microphone, power).
Materials
Most Used Materials:
Plastics (ABS/PC Polymers)— lightweight, inexpensive, easily molded, and used for internal structures and mounts.
Textile or Mesh Coverings— aesthetic and improve acoustics by reducing resonance (characteristic of Nest Audio and Echo-type speakers).
Metal Components (Aluminum/Magnesium)— used in premium devices for chassis reinforcement, vibration dampening, and enhanced heat dissipation.
User needs and pain points
Users value a fast and clear response, precise voice interaction, the ability to integrate the speaker with other devices, and an aesthetic design that functions as both an interior element and an expression of identity.
Based on these queries, there are also common issues with smart speaker usage:
— Inaccurate voice recognition when there is background noise or music — Limited integration with local services and closed ecosystems — UX errors or incorrect assistant responses — Inconspicuous light indicators — Sticking, accidental, or incorrect activation of touch panels — Sensors, buttons, and screens on the top surface of the speaker are not visible from a seated position—you must look at the speaker from directly above to see the indicators.
NOTHING: Classroom
The Nothing price segment is accessible premium, and the primary audience is young users who value design, innovation, and an open ecosystem (the brand supports both Android and iOS). They are skeptical of excessive commercialization and the intrusiveness of traditional brands, yet they are willing to pay above average for unique design, a sense of status, and strong aesthetics.
Concept
Based on the brand and market research of smart speakers, I have formulated the technical specification for my own device.
A modern device with a focus on unique, technological design.
Incorporating trending retro elements: leaning on the aesthetic of players and tape recorders.
An «open construction» via transparent panels.
Use of distinctive Glyph lighting.
An obvious, unhidden interface. Mechanical buttons.
Design Exploration