Added Value Of Industrial Design

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    Added Value Of Industrial Design - Presentation Transcript

    1. 09.11.2007 Slide 1
    2. Added value of industrial design D. Robberecht dany.robberecht@verhaert.com www.mastersininnovation.com www.verhaert.com Commercially confidence – This presentation contains ideas and information which are proprietary of VERHAERT, Masters in Innovation*, it is given in confidence. You are authorized to open and view the electronic copy of this document and to print a single copy. Otherwise, the material may not in whole or in part be copied, stored electronically or communicated to third parties without prior agreement of VERHAERT, Masters in Innovation*. * VERHAERT, Masters in Innovation is a registered trade name of Verhaert Consultancies N.V. 09.11.2007 Slide 2
    3. Content 1. The role of design in creating added value. 2. Design in an innovation strategy. 3. The Value Driven Design (VDD) approach. 4. Top-notch academic research fueling our processes 09.11.2007 Slide 3
    4. 1) The role of design in creating added value 09.11.2007 Slide 4
    5. Product innovation is about a search for added value - a balance disruptive strategy sustainable strategy -unwanted new product + new qualities effects Product innovation is about searching for a positive balance for the buyer / user between advantages and disadvantages. = Customer Perceived Quality (user appreciation) 09.11.2007 Slide 5
    6. Design as a key-discipline in product development Criteria for added value 'rule of the thumb' • Feasibility • Utility • Desirability • Usability • Allowance The focus of industrial design is on the criteria related to the user appreciation. However ID only makes sense when it subscribes into the IPD philosophy. 09.11.2007 Slide 6
    7. Is this added value enough ? • The added value has to nurture the complete value chain. Covering the operational, financial and investment cost of every link in the value chain. Consumener Buyer / user Added value Advantage for Company (Investment)ering) Producer / distributor Covering the NRC/RC • Results the added value in a competitive advange • Is the added value / competitive advantage durable 09.11.2007 Slide 7
    8. 2) Design in an innovation strategy 09.11.2007 Slide 8
    9. Another way to look at it ... l- up performance d ica Ra sustainable Disruptive innovations ental change the importance of Increm the different criteria in the purchase trade-off disruptive Rad ical = changing the rules of -dow n the competition. E.g. by Tijd emphasising price and user friendliness. Source:Christensen time 09.11.2007 Slide 9
    10. When performance is no longer an argument the quietest vacuum cleaner Is disruption the only way out? 09.11.2007 Slide 10
    11. Design as an alternative strategy? soft values • customer loyalty added value created by other factors • convenience than performance / Or changing the • fast product launches • “configure to order” • life style = definition of product performance i.o.w. industrial design product performance performance surplus performance that customers can utilise and absorb Source:Christensen time 09.11.2007 Slide 11
    12. 3) Value driven design strategy • Action 1: Change (the ballance of) the purchase criteria • Action 2: Segment your markets • Action 3: Enforce brand experience 09.11.2007 Slide 12
    13. Action 1: Change (the ballance of) the purchase criteria Action: Change the criteria Design towards those criteria: • Functionalities • Visual apprearances Source:Christensen 09.11.2007 Slide 13
    14. Changing the criteria of performance Design (blue ocean strategy/strategy canvas) as a differentiator high premium wines offering level budget wines yellow tail low price marketing vineyard prestige wine range ease of selection terminology aging quality wine complexity easy drinking fun & adventure 09.11.2007 Slide 14
    15. Levels of functionality based on canvas - changing the criteria of performance Creating an experience secundary functionality / creating interaction preparation handling storage Secundary functionalities primary transport provide the opportunity to functionality maintenance installation convince the user of your delivery … superior product performance, quality and experience. 09.11.2007 Slide 15
    16. Create experiences during interactions with the handling of a product Jori: armrest becomes seat B&O: opening the stereo by waving your hand 09.11.2007 Slide 16
    17. Visual appearances based on canvas, a 4-step approach 1 2 3 4 Canvas Visual Design Signature strategy positioning principles elements 09.11.2007 Slide 17
    18. Step 2. Visual positioning & benchmarking • Setting up a differentiation strategy • Or align to competition • Design opportunity landscape • Creating a visual domain 09.11.2007 Slide 18
    19. Step 3. Design principles (1) • Anodized aluminium (Black/blank) • Signature • Flat surfaces, curved contours • Principles; contrast, symmetry, volumes, geometry • Standard graphics • Symmetry 09.11.2007 Slide 19
    20. Step 4. Signature elements case 09.11.2007 Slide 20
    21. Action 2: Segment your markets Action: • Define sub-application segments in which your product is “not yet good enough” • Design towards those niche applications 09.11.2007 Slide 21
    22. Segmentation: Chewing gum Solution for a Solution to Solution to “brush Solution to … fresh mouth stop smoking your teeth” Different jobs to be done with different value perceptions 09.11.2007 Slide 22
    23. Action 3: Put the turbo fan on! Action: Change the criteria Design towards those criteria: • Functionalities • Visual apprearances 09.11.2007 Slide 23
    24. Design an environment that enforces the product experience • next to the product you can create • brands Product • services Services • (virtual) communities • peripherals Peripherals • retail equipment Brand Communities Make sure your visual identity is coherent in all areas to maximize the experience (multi layer approach) Retail equipment 09.11.2007 Slide 24
    25. 4) Top-notch academic research fueling our unique processes 09.11.2007 Slide 25
    26. www.mastersininnovation.com www.verhaert.com VERHAERT MASTERS IN INNOVATION® Hogenakkerhoekstraat 21 9150 Kruibeke Belgium Tel +32 (0)3 250 19 00 Fax +32 (0)3 254 10 08 www.verhaert.com info@verhaert.com www.mastersininnovation.com 09.11.2007 Slide 26
    27. 09.11.2007 Slide 27

    + Dany RobberechtDany Robberecht, 11 months ago

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