Changing Role Of Design


Published on

Talks about the changing role of industrial design and industrial designers in time to come.

Published in: Business, Design
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Changing Role Of Design

  1. 1. Changing Role of Design “Design unifies everything we do” ~ Lee Green by Brian Ling , 14 May 2007
  2. 2. What is Design? <ul><li>“ Good design is good business” ~ Thomas J. Watson </li></ul><ul><li>“ What sells is a good design” ~ Stefano Giovannoni </li></ul><ul><li>“ Design is implicit and unifying” ~ Lee Green </li></ul>
  3. 3. Changing Role of Design <ul><li>We are in the midst of a price war. </li></ul><ul><li>Rule 1: You can’t beat WalMart on price or China on cost. </li></ul><ul><li>Rule 2: See Rule 1. </li></ul><ul><li>~ Tom Peters, Auckland, 30 March 2005 </li></ul>
  4. 4. Traditional Role of Design ~Image Source Intel Website <ul><li>Falling prices of computer chips = falling prices of everything ~EuroRSCG </li></ul><ul><li>Chips now move faster than people, chip sufficiency </li></ul>
  5. 5. Traditional Role of Design <ul><li>Moore’s Law applied to shavers </li></ul>~Image source:
  6. 6. Traditional Role of Design <ul><li>Design as a differentiator is a world of equal spec. </li></ul><ul><li>Adds an intangible value to product </li></ul><ul><li>In today's competitive context: </li></ul><ul><ul><li>Most product platforms the same </li></ul></ul><ul><ul><li>Manufacturers are of similar quality </li></ul></ul><ul><ul><li>Produces low risk non-offending products that sell </li></ul></ul>
  7. 7. Traditional Role of Design <ul><li>“ At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.” </li></ul><ul><li>~Norio Ohga, former chairman of Sony </li></ul>
  8. 8. Changing Role of Design Source: Les Wynn, DMI 2000
  9. 9. Changing Role of Design <ul><li>New paradigms of design thinking </li></ul><ul><ul><li>Strategic in nature </li></ul></ul><ul><ul><li>Consultative to Proactive to S.C.A </li></ul></ul><ul><ul><li>Seeks change and identifies opportunities </li></ul></ul><ul><ul><li>Continues to add value </li></ul></ul>
  10. 10. Changing Role of Design <ul><li>Multi-disciplinary design management </li></ul>consumer business technology Multi-disciplinary Design
  11. 11. Changing Role of Design <ul><li>Shift towards innovative and creative thinking in organizations </li></ul><ul><ul><li>Recognizes that people “are” the creative organization </li></ul></ul><ul><ul><li>Why? Product innovation is not limited to R&D, it is a work of all. </li></ul></ul><ul><ul><li>Innovation is everybody’s responsibility </li></ul></ul>
  12. 12. Changing Role of Design ers “Design unifies everything we do” ~ Lee Green
  13. 13. Changing Role of Designers Data Product Competition Information Solution Co-operation Knowledge Experience Collaboration Insight Empowerment Mutualism 50s - 70s 70s - 80s 80s - 00s 00s – 20s Source: Debra M. Amidon’s “Evolution of Thought” The Transaction Age The Relationship Age Mutualism: Symbiotic relationships in which each species benefits are mutualistic
  14. 14. Agriculture Age (farmers) Industrial Age (factory workers) Information Age (knowledge workers) Conceptual Age (creators and empathizers) ~ Tom Peters on Dan Pink, A Whole New Mind Changing Role of Designers
  15. 15. Changing Role of Designers R&D Pdt Plan Mktg Snr Mgt ID Product Managing Strategy & The Creative Process
  16. 16. Changing Role of Designers <ul><li>Changing Role of an Industrial Designer: </li></ul><ul><li>From: </li></ul><ul><ul><li>Sensitive in creating forms that expresses the product requirements </li></ul></ul><ul><li>To: </li></ul><ul><ul><li>A Strategist </li></ul></ul><ul><ul><li>A Catalyst and Facilitator </li></ul></ul><ul><ul><li>Orchestrate and conducts </li></ul></ul><ul><ul><li>An Eclectic cook </li></ul></ul>
  17. 17. Changing Role of Designers <ul><ul><ul><li>Corporate Strategy </li></ul></ul></ul><ul><ul><ul><li>Strategic Markets Management </li></ul></ul></ul><ul><ul><ul><li>Design </li></ul></ul></ul><ul><ul><ul><li>Engineering </li></ul></ul></ul><ul><ul><ul><li>Manufacturing </li></ul></ul></ul><ul><ul><ul><li>Logistics </li></ul></ul></ul><ul><ul><ul><li>Distributors </li></ul></ul></ul>Value Chain Play here Get outsourced here
  18. 18. Changing role of designers Styled product Innovative product Emotion product The Doing designer The Doing and Thinking designer Value Chain
  19. 19. The Role of Designers <ul><li>Strategy Visualizer </li></ul><ul><ul><ul><li>Realizing the intangible corporate strategies to tangible solutions. </li></ul></ul></ul><ul><li>Core Competence Prospector </li></ul><ul><ul><ul><li>Develop new corporate strategies thru unique perspectives of company strengths. </li></ul></ul></ul><ul><li>Market Exploiter </li></ul><ul><ul><ul><li>Consumer behavior vs. design vs. innovation. </li></ul></ul></ul><ul><li>Design Process Provider </li></ul><ul><ul><ul><li>Design Management vs. Business Process and Strategy. </li></ul></ul></ul>~ Source: Victor Seidel, 2000
  20. 20. The Role of Designers
  21. 21. The Role of Designers
  22. 22. Thank You!