When we first came across Sharp's Aquos Phone Serie back at AU/KDDI's summer lineup launch event last month, we were a little taken aback by the aggressively minimal Feel_UX skin that lay on top of Android 4.0. While manufacturers customizing their devices is hardly a new thing, Sharp's effort goes further than almost any other we've seen — it's nothing less than a top-to-bottom rethink of the entire Android user experience, and it'll be found on seven smartphones from the company this summer. Feel_UX is actually the work of Frog, a design firm with over four decades of history covering creations such as the NeXT Computer and Sony Trinitron TVs. Vice President of Creative, Software Innovation Paul Pugh was in Tokyo yesterday to mark the official launch of Sharp's lineup, and we caught up with him to find out why Sharp and Frog both felt the need for a radically new Android.