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The design and development of a flexible and innovative automated manufacturing system is presented. The manufacturing system consisted of mechanical actuation, control and innovative HMI (Human Machine Interface) elements. Its design and development was based upon the use of an information centred and systemic design paradigm. This design paradigm was specifically developed to aid the development of products where multiple, and possibly contradicting, views are expressed about the products requirements. By utilising this approach the manufacturing system developed sought, not only to meet technical criteria, but also to address ease of use by the end user, and to simplify in house enquiry and ordering procedures by providing an off-the-shelf system, where normally each such enquiry had to be addresses in a bespoke manner. The innovative nature and ease-of-use of the manufacturing system itself resulted in it being a centre piece on stands at a number of key automation/manufacturing shows, whilst the co-designed supporting business environment led to reduced complexity and typical time reductions of 80% in handling enquiries and quotations within the studied industrial context. By taking this combined design approach an innovative manufacturing system was developed and made available in the market place, which was easy to order, easy to install and easy to use.