Changing Role Of Design

Changing Role of Design “Design unifies everything we do” ~ Lee Green by Brian Ling , 14 May 2007

What is Design?
“ Good design is good business” ~ Thomas J. Watson
“ What sells is a good design” ~ Stefano Giovannoni
“ Design is implicit and unifying” ~ Lee Green

Changing Role of Design
We are in the midst of a price war.
Rule 1: You can’t beat WalMart on price or China on cost.
Rule 2: See Rule 1.
~ Tom Peters, Auckland, 30 March 2005

Traditional Role of Design ~Image Source Intel Website
Falling prices of computer chips = falling prices of everything ~EuroRSCG
Chips now move faster than people, chip sufficiency

Traditional Role of Design
Moore’s Law applied to shavers
~Image source: http://flickr.com/photos/asl/315783563/

Design as a differentiator is a world of equal spec.
Adds an intangible value to product
In today's competitive context:
Most product platforms the same
Manufacturers are of similar quality
Produces low risk non-offending products that sell

“ 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.”
~Norio Ohga, former chairman of Sony

Changing Role of Design Source: Les Wynn, DMI 2000

New paradigms of design thinking
Strategic in nature
Consultative to Proactive to S.C.A
Seeks change and identifies opportunities
Continues to add value

Multi-disciplinary design management
consumer business technology Multi-disciplinary Design

Shift towards innovative and creative thinking in organizations
Recognizes that people “are” the creative organization
Why? Product innovation is not limited to R&D, it is a work of all.
Innovation is everybody’s responsibility

Changing Role of Design ers “Design unifies everything we do” ~ Lee Green

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

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

Changing Role of Designers R&D Pdt Plan Mktg Snr Mgt ID Product Managing Strategy & The Creative Process

Changing Role of Designers
Changing Role of an Industrial Designer:
From:
Sensitive in creating forms that expresses the product requirements
To:
A Strategist
A Catalyst and Facilitator
Orchestrate and conducts
An Eclectic cook

Changing Role of Designers
Corporate Strategy
Strategic Markets Management
Design
Engineering
Manufacturing
Logistics
Distributors
Value Chain Play here Get outsourced here

Changing role of designers Styled product Innovative product Emotion product The Doing designer The Doing and Thinking designer Value Chain

The Role of Designers
Strategy Visualizer
Realizing the intangible corporate strategies to tangible solutions.
Core Competence Prospector
Develop new corporate strategies thru unique perspectives of company strengths.
Market Exploiter
Consumer behavior vs. design vs. innovation.
Design Process Provider
Design Management vs. Business Process and Strategy.
~ Source: Victor Seidel, 2000

The Role of Designers

Thank You!

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Changing Role Of Design

by designsojourn on Jun 13, 2007

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