Leading product design experts recognize ABB’s GoFa™ collaborative robot for innovative design to make robots more approachable

ABB's GoFa cobot was awarded the prestigious Red Dot Best of the Best design award in recognition of its unique design concept to make the new robot appealing and accessible to users.

The global Red Dot Design Awards recognize achievements in product design, with the jury assessing thousands of entries every year. Red Dot's "Best of the Best" award is for groundbreaking design and is the highest award in the competition, reserved for the most aesthetically appealing, functional, smart or innovative design.

GoFa is the fastest cobot in its class and is intended to work side-by-side with humans, without the need for fences, on a wide range of tasks. Advanced safety features, including intelligent sensors in each joint which bring the cobot to a stop in milliseconds if it senses any unexpected contact, allow GoFa to safely operate directly and continuously alongside workers.

The brief for the product designers was to create an intuitive, user-friendly, approachable design to encourage people, and particularly first-time users, to confidently use and interact with GoFa.

"Making robots more approachable, easier to use and more intuitive is key to our vision to make robots as familiar in the workplace as a laptop is today," said Sami Atiya, President of ABB's Robotics & Discrete Automation Business Area. "I am delighted that our new cobot GoFa has been recognized by the Red Dot jury for how user-friendly it is. GoFa is a game-changer, reinforcing the importance of good industrial design to make it easier for more people to work with robots. Creating an approachable design will ensure robots are adopted across a range of workplaces outside traditional factory environments, helping us to unlock automation for new users and new industries around the world."

GoFa's design is a departure from the look of traditional industrial robots, narrowing the boundaries between industrial and consumer products. It employs slim, straight arms that give the cobot a user-friendly yet strong appearance, while the advanced use of color, material and finish gives GoFa a modern, sleek look. Its simple arm-side interface design with two buttons and light ring echoes the easy-to-use interfaces of consumer products. This makes it accessible even for first-time robot users more accustomed to consumer technology and who may be unfamiliar with industrial machinery.

"Industrial design is not just about the aesthetic! Form follows function, and our emphasis on human-centric design, using the approach of a consumer product means GoFa communicates the proposition of usability, utility and ease of use," said Andie Zhang, Global Product Manager, Collaborative Robotics for ABB Robotics. "Creating an attractive, approachable design allows people to get the best out of their cobots. We not only want people to feel comfortable working alongside it, we want users to enjoy working with the robot. GoFa is programmed by touching the robot's arm and leading it, so it's important that users are comfortable with holding and guiding the cobot as they teach it."

ABB's cobots are intuitively designed so customers need not rely on robot programming specialists. This will help industries that have low levels of automation, with customers able to operate their cobot within minutes of installation, straight out of the box, with no specialized training.

"With their ease-of-use digital tools, integrated safety features and higher payloads, our new cobots represent the future of human and robot collaboration. This next generation will enable even more businesses to automate repetitive, mundane and dangerous processes, to enhance productivity and flexibility while leaving employees free to do more value-add activities," added Andie Zhang. "If you can use a tablet or smartphone, you can work with our cobots."

The launch of ABB's new GoFa cobot builds on the success of ABB's YuMi® family, which has been helping businesses safely automate key tasks since YuMi launched in 2015. The design concept of YuMi, the world's first truly collaborative robot, also won the Best of the Best Red Dot award in 2011.

ABB (ABBN: SIX Swiss Ex) is a leading global technology company that energizes the transformation of society and industry to achieve a more productive, sustainable future. By connecting software to its electrification, robotics, automation and motion portfolio, ABB pushes the boundaries of technology to drive performance to new levels. With a history of excellence stretching back more than 130 years, ABB's success is driven by about 105,000 talented employees in over 100 countries. www.abb.com
ABB Robotics & Discrete Automation is a pioneer in robotics, machine automation and digital services, providing innovative solutions for a diverse range of industries, from automotive to electronics to logistics. As one of the world's leading robotics and machine automation suppliers, we have shipped more than 500,000 robot solutions. We help our customers of all sizes to increase productivity, flexibility and simplicity and to improve output quality. We support their transition towards the connected and collaborative factory of the future. ABB Robotics & Discrete Automation employs more than 11,000 people at over 100 locations in more than 53 countries. go.abb/robotics