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

“ 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

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

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/

Moore’s Law applied to shavers

Traditional Role of Design 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

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

Traditional Role of Design “ 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

“ 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

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

New paradigms of design thinking

Strategic in nature

Consultative to Proactive to S.C.A

Seeks change and identifies opportunities

Continues to add value

Changing Role of Design Multi-disciplinary design management consumer business technology Multi-disciplinary Design

Multi-disciplinary design management

Changing Role of 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

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 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

Corporate Strategy

Strategic Markets Management

Design

Engineering

Manufacturing

Logistics

Distributors

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

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.

The Role of Designers

The Role of Designers

Thank You!