STERIS Surgical Solutions demonstrates the benefits of user experience based design coupled with rapid, high volume design iteration. The STERIS team highlights the roles of Industrial Design, Human Factors Engineering, and UI/UX Design operating within a cross-functional, stage-gate process.   After first understanding the product lifecycle from end to end, the team then creates a product experience that adds value for all customers and stakeholders within the lifecycle.  The team heavily relies upon tools such as customer co-design and user simulation. This approach generates valuable insights, resulting in meaningful product differentiation and innovation while accelerating new product development.