09.11.2007 Slide 1

Added value of industrial design
D. Robberecht
dany.robberecht@verhaert.com
www.mastersininnovation.com
www.verhaert.com
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09.11.2007 Slide 2

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
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1) The role of design in creating added value
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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

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

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

2) Design in an innovation strategy
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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

When performance is no longer an argument
the quietest vacuum cleaner
Is disruption the only way out?
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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

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

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

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

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

Create experiences during interactions with the
handling of a product
Jori: armrest becomes seat
B&O: opening the stereo by
waving your hand
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Visual appearances based on canvas,
a 4-step approach
1 2 3 4
Canvas Visual Design Signature
strategy positioning principles elements
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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

Step 3. Design principles (1)
• Anodized aluminium (Black/blank)
• Signature
• Flat surfaces, curved contours
• Principles; contrast, symmetry, volumes, geometry
• Standard graphics
• Symmetry
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Step 4. Signature elements case
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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

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

Action 3: Put the turbo fan on!
Action:
Change the criteria
Design towards those criteria:
• Functionalities
• Visual apprearances
09.11.2007 Slide 23

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

4) Top-notch academic research fueling our
unique processes
09.11.2007 Slide 25

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