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Slide 1: Changing Role of Design “Design unifies everything we do” ~ Lee Green by Brian Ling , 14 May 2007

Slide 2: 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

Slide 3: 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

Slide 4: Traditional Role of Design Falling prices of computer chips = falling prices of  everything ~EuroRSCG Chips now move faster than people, chip sufficiency  ~Image Source Intel Website

Slide 5: Traditional Role of Design Moore’s Law applied to shavers  ~Image source: http://flickr.com/photos/asl/315783563/

Slide 6: 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 

Slide 7: 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

Slide 8: Changing Role of Design Source: Les Wynn, DMI 2000

Slide 9: 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 

Slide 10: Changing Role of Design Multi-disciplinary design management Multi-disciplinary technology Design consumer business

Slide 11: 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 

Slide 12: Changing Role of Designers “Design unifies everything we do” ~ Lee Green

Slide 13: Changing Role of Designers The Relationship The Transaction Age Age 50s - 70s 70s - 80s 80s - 00s 00s – 20s Data Information Knowledge Insight Product Solution Experience Empowerment Competition Co-operation Collaboration Mutualism Mutualism: Symbiotic relationships in which each species benefits are mutualistic Source: Debra M. Amidon’s “Evolution of Thought”

Slide 14: Changing Role of Designers 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

Slide 15: Changing Role of Designers Snr Mgt R&D Pdt Plan Mktg Managing Strategy & ID The Creative Process Product

Slide 16: 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 

Slide 17: Changing Role of Designers Corporate Strategy Play here Strategic Markets Management Design Engineering Value Get outsourced Manufacturing Chain here Logistics Distributors

Slide 18: Changing role of designers The Doing and Thinking designer Emotion product Innovative product Value Chain Styled product The Doing designer

Slide 19: 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

Slide 20: The Role of Designers

Slide 21: The Role of Designers

Slide 22: Thank You!