Thesis Presentation


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A short version of my masters thesis presentation. It was presented at the 7th International Conference on Design Principles and Practices, Chiba, Japan, 2013

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Thesis Presentation

  1. 1. “Timeless Design” A Competitive Advantage & Business Strategy Gabriel N. Almanzar | M.Sc Design Management |March 2013
  2. 2. Problem Statement How can design help change an economic model, create environmental friendly and profitable solutions, all at the same time? “Stopping the Throw Away Mentality” The idea of “consuming” and consumer behavior, needs to be changed in order to save us from our own waste. Change from “Consumers” to “Users”
  3. 3. How To Do It?
  4. 4. Timeless Design Productsthat Connect and create Lasting RelationshipswithUsers. It is a different approach to the conventional economic models, where users are not addressed, and instead just make part of the cycle in the bigger picture.
  5. 5. Where’s the Idea Coming From?
  6. 6. “Circular Economy 2.0” Relevant terms •Economic, profit and experience maximization •Emotional Design •Timeless Design •Empathy •Connection •Change in behavior •Change from consumer to user
  7. 7. Experts’ Opinion
  8. 8. D.Norman & J. Chapman D.Rams & M.Vignelli T.Cooper+ C.VanHemel+ M.Charter U.Tischner Psychological & Emotional Considerations Design Philosophy Considerations Technical Design Considerations Designing for reliability& robustness Designing for repair & maintenance Design for upgradability Designing for product attachment Designing for variability Timeless design Variability, multifunctionality Long life guarantee Re-use and Shared use Nurture experiences Expand product life through attachment Understand human unpredictability Design user-object interdependency Design proper input vs. output relations Design product personality Design to engage the “three levels” Focus on “reflective” and “behavioral” design Design for the “needs” and not the “wants” Get away from trends Discipline your self to follow a design philosophy Don’t design for superficial needs Design for “active convenience” Make it easy to use Awake curiosity and imagination W.Stahel & W.McDonough/ M. Braungart Economic & Environmental Considerations Waste=Food Conscious Material and production process selection & optimization Maximize product enjoyment! Design awareness of delicacy, complexity and interconnectedness of nature Design for human & ecological health Up-cycle Think past, present & future of materials and products Design to recycle your own products Design for eco- effectiveness Design for long term use Make it easy to repair Design to help people, not to incapacitate them Understand users’ complexity
  9. 9. My Initial Framework
  10. 10. TheCases
  11. 11. Time in the industry Innovative concepts High quality materials User experience centered Durable Simple Attention to detail Intuitive High production standards Environmental Commitment Upgradable Recyclable Repairable
  12. 12. What Companies Offer
  13. 13. Brand Values: Quality, Imagination, Creativity , Fun, Learning, Caring. Aim: “To inspire and develop the builders of tomorrow” Brand Values: Functionality, Innovation, and Quality Aim: “To provide our fellow human beings all over the world with practical, functional, reasonably priced and top quality products”. Brand Values: Empathy, Originality, Integrity and Courage Aim : “To inspire people from all walks of the life with a pioneering spirit”
  14. 14. What Users Think
  15. 15. LEGO LEVI’S 501’s VICTORINOX SWISS ARMY KNIFE How Long Have Users Kept Them?
  16. 16. Why Users Kept Them Useful Durable Has lasted long in good condition Great quality Still works HeirloomReliable Beautiful Comfortable Durable Quality Made well Well designed Durable Great quality Memories To pass it on Collectible Infinite config. Still wearable
  17. 17. How Users Perceive Them Useful Durable Practical Quality InnovationReliable Multifunctional Comfortable Durable Quality Classic Building Memories Simplicity Imagination Design Play Engineering Old school Famous Design Icon History Memories Tradition
  18. 18. Users’ Product Perception vs. Product Promise Quality/Durab ility Functionality Experience+ + Greater Emotional Connection Design View/Philosoph y +
  19. 19. The Framework
  20. 20. Experience Design User Needs Design Philosophy Design Quality Design (Tangible & Intangible) Metadesign Improve existent solutions Imagine particular situations Look for alternatives DefineUnderstand Verify Empathy True Ambitious Exceed Clear Not Consumers Passion Illusion That share your Philosophy Individual Collective Experts Fans Potential users Ethics Values Responsibilities Goals Beliefs Promise Approach CommitmentConstant Straight forwardSincere Clear Non-negotiable Identity Personality Objectives Communicate Top Management Design team Academy Design Researchers Life cycle Post-Purchase Service Upcycle Packaging Color Texture Material Production Process Temperature Perceivable Performance Communicate Transmit Durable Reusable Guarantee Reincorporate Attachment History Craftsmanship Deliver Industry Government Local policies Global policies Scientists Engineers Environmentalists Community Share Handy Use Repair Instructions Expertise Control Repair Package Bundle interface Engagement Moment of Truth innovate extend Specific moments Adapt Re-invent Stimulate Ageing with grace Useful “Good” Envy Moments of reflection Curiosity Psychologists Behaviorists Sociologists Anthropologists
  21. 21. The Strategies… some of them
  22. 22. “Commit to innovate the users’ experience.” Philosophy Design Philosophy Design Strategies Experience Design User Needs Design Quality Design (Tangible & Intangible) “State the product’s promise clearly and make sure to deliver it”.
  23. 23. Quality Design Strategies Philosophy Design Quality Design (Tangible & Intangible) “Use production processes and materials that allow products to be easily repaired.” “Get involvedwithResponsib le Craftsmanship.” Experience Design User Needs Design
  24. 24. User Needs Design Strategies Experience Design User Needs Design Philosophy Design Quality Design (Tangible & Intangible) “Design durability only when needed”. “Ageing with grace” as complementary design goal”.
  25. 25. Experience Design Strategies Experience Design User Needs Design Philosophy Design Quality Design (Tangible & Intangible) “Design to create behavior adjustments”. “Re-invent the passion”.
  26. 26. Companies’ Feedback
  27. 27. Branding and Design Consultancy Academy- Design Consultancy King Mongkut’s Learning Square (KLS) Plastic Products design and manufacturing company Commitment from big corporations Implement at the beginning of the chain Some are hard to apply Big designer supporting them Agree on a change in the business models Apply at academic level Function as corner stone They should be implemented together Staying true to values=stronger brand Start educating users locally Design for basic needs, makes products last longer Quality products with cheap materials? Develop better materials Go back to mechanical simplicity Application depends on right conditions/think tanks Appropriate R&D periods Government support
  28. 28. FurtherStudies
  29. 29. Academic Pilot Project Experience Design Needs of the User Design Philosophy Semester I Semester II Quality Requirements (Tangible/Intangible) Product Presentation
  30. 30. Company Pilot Project Experience Design User Needs Design Philosophy Development Stage I Development Stage II Quality Design (Tangible/Intangible) Product Evaluation Product development
  31. 31. Thank You! Gabriel Almanzar Product Designer