Why Ring opted not to change the design of its new doorbell

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At the moment, the residence safety model Ring is asserting its newest good residence doorbell, the Ring Video Doorbell 4. It’s 20% thinner and 40% lighter than the Ring Video Doorbell 3.

Wait, no it’s not. Maintain on. This doorbell appears to be like precisely the similar as the final one! And the one earlier than it! And the one earlier than it! The Ring Video Doorbell has not considerably modified its design because it launched in 2014.

The Ring Video Doorbell model 3 (left) and model 4. [Photos: courtesy Ring]

For Ring—which was acquired by Amazon in 2018—it is a deliberate technique. “I do perceive why individuals redesign issues all the time,” says Jamie Siminoff, founder of Ring. “To promote extra shit.”

To make clear, of course Siminoff would really like to proceed to promote “extra shit,” however his firm is taking a novel method in the trade to achieve this—one which pulls customers off of the yearly improve cycle we’re accustomed to with telephones and different devices and prioritizes longevity. The technique goes in opposition to the playbook of just about each different client electronics firm—a playbook that’s horribly wasteful and ruining the planet.


[Photo: courtesy Ring]

The new Ring

Don’t let appears to be like deceive you. The Ring Video Doorbell 4 has certainly been refreshed since model three launched final 12 months. The technological guts inside embody extra highly effective processors and an onboard AI that may course of photos regionally relatively than in the cloud  (identical to the iPhone and Android telephones do at present). This permits the new Ring to sip on much less battery whereas doing its job higher. Now, the Ring will movie somebody strolling up to your own home in “Pre-Roll” colour, relatively than black-and-white as earlier fashions have carried out. The new doorbell additionally affords you the possibility to “fast reply” to individuals at the door. Very similar to an old-school answering machine, you’ll be able to have your Ring announce canned messages equivalent to “Please go away the package deal exterior” or “We will’t reply the door proper now, however in case you’d like to go away a message, you are able to do it now.”

These are enhancements, positive, however they aren’t actually supposed to persuade somebody who already owns a Ring to improve to a new one. They’re extra about staying up-to-date in a aggressive trade.

[Photo: courtesy Ring]

However whereas most merchandise telegraph their refresh by industrial design—iPhones consistently get new finishes and kinds—the Ring Video Doorbell is downright cussed in its reluctance to change. I’m holding the third model in my hand, since the fourth isn’t prepared to ship but, and I’m shocked at how giant this rectangular factor is—someplace between a first-generation MP3 participant and a VHS tape. The 2-tone, black-on-silver design jogs my memory of some of the cringe tendencies in mid-aughts gadget design. You used to spray some plastic silver and, presto, you could have the future!

However as Siminoff explains, this Ring design is each extremely practical and confirmed to resonate with customers. Earlier than the Ring Video Doorbell was launched in 2013, Siminoff envisioned his product as the defunct Doorbot. It was a product that was technologically promising, however Siminoff acknowledged that it wasn’t going to woo mainstream customers as a compelling method to residence safety.

Doorbot idea sketches. [Image: courtesy Ring]

“The title was nearly the tail wagging the canine,” says Siminoff. “The title led to a horrible design.” Doorbot had a curvy design, with a high digital camera that hearkened to each HAL 9000 from 2001: A House Odyssey and the dome-shaped safety cameras you may see at a bodega.

A rendered Doorbot prototype. [Image: courtesy Ring]

Truthfully, I form of prefer it as an object faraway from context. However Siminoff is correct that the Doorbot known as rather a lot of consideration to itself when positioned on an precise residence, and it carried with all of it kinds of sci-fi connotations that distracted from its home setting.

[Image: courtesy Ring]

“After we began with a redesign, we mentioned, ‘We’d like one thing the place the title doesn’t offer you a visceral response. And design has to match the aesthetic of the residence,’” says Siminoff. Designer Chris Loew created the curved rectangle nonetheless utilized by Ring at present. Its high was a translucent black plastic, to permit sensors to spot the movement of somebody strolling up (which in flip activated the digital camera to start filming). The underside was a giant spot for the doorbell, accentuated by a blue ring gentle. And on the again was a large battery. This battery was a necessity for properties that didn’t have an influence line to the doorbell. Community-connected cameras take a substantial quantity of energy to function.


Processing energy and AI have each blossomed in the final decade. These updates might, in concept, permit the Ring Video Doorbell to shrink. However one technological hurdle stays, and that’s the lithium-ion battery inside.

“Know-how in batteries has not actually improved,” says Siminoff. “Battery expertise is about the similar because it was then, and I don’t see it altering [any time soon].” And till battery energy improves, the Ring Video Doorbell can’t shrink a lot smaller.

The Ring Video Doorbell v4. [Photo: courtesy Ring]

Maintaining the design

One cause that the Ring Doorbell is so huge is that the battery wants to be huge. However with new guts, the Ring Video Doorbell 4 was nonetheless rather a lot of work to produce.

“The aesthetics didn’t change, however actually each single piece in that doorbell [did],” says Jason Mitura, chief product officer at Ring, “and the magic was to get it to match that iconic kind issue, so once you see it from 30 ft away, you understand it’s a Ring doorbell.”

[Image: courtesy Ring]

Would it not have been simpler to merely replace the design, in that case? “Yeah . . . for positive,” says John Modestine, head of cellular product and design at Ring.

But whereas most merchandise are constructed to look completely different every year, Ring needs its merchandise to look the similar. There are numerous causes for this. First, the Ring is a recognizable model in residence safety. If somebody can register it from 15 to 30 ft away, because it’s been designed, they may assume twice earlier than nabbing a package deal off your porch.

Siminoff argues that there’s an environmental profit too. “Once you redesign a product, there’s a difficulty with sustainability,” he says. “Nobody needs to have an outdated product on their home . . . or of their arms. For one thing that may work longer, I’d relatively it keep on the market longer.” He’s not incorrect. The 2-year improve cycle on smartphones is wrecking the surroundings.

Little doubt, Ring is a uncommon firm that may function this fashion. Its mum or dad firm, Amazon, doesn’t construct its {hardware} to earn money on merchandise equivalent to the Amazon Echo. It prioritizes a long-term buyer base. Get as many individuals utilizing the platform as doable, finish cease.

Ring generates income in a minimum of two methods except for merely promoting new doorbells to clients time and again. It affords subscription plans to report your video feed, and it shares camera data with police (who in turn advertise and promote the neighborhood’s buy of Ring doorbells). Ring also shares app data with third parties, in accordance to the Digital Frontier Basis. A Ring spokesperson tells Quick Firm it “does not and has by no means bought buyer knowledge” nevertheless it does gather knowledge for functions of customer support and personalised promoting which you can decide out of. In any case, Ring’s unchanging design is one thing of a luxurious in the world of enterprise, offset to some extent by knowledge assortment.

All of that mentioned, Ring’s inflexible design philosophy is notable—the equal of carrying the similar gown to the Golden Globes and the Oscars, and doing so for years. As the world battles for its personal survival, we can’t proceed to embrace deliberate obsolescence or bow to the social strain to all the time personal the latest issues.