Hsien Hui Tang @ Design Information & Thinking Lab
Hsien‐Hui Tang @ Design Information & Thinking Lab
DESIGN AND ITS DIFFERENT FACETS

WHAT IS DESIGN?

Function, shape, mechanism
Function shape mechanism

WHICH COMPANY PRODUCED THE
FIRST CORDLESS STEAM IRON?

Steam Iron with Retractable Cord
Steam Iron with Retractable Cord

Observe Users, Solve the Problem
Observe Users Solve the Problem

No Kids Fishing Any More
No Kids Fishing Any More

IDEO Fishing Reel Combo for Kids
IDEO Fishing Reel Combo for Kids

Problem Finding
Operational Process
Operational Process
Material
Color for kids

19th century
19th century
Engineering
Mass
Production
Marketing
Aesthetics

Definition of Design by ICSID
Definition of Design by ICSID
• Design is a creative activity whose aim is to
establish the multi‐faceted qualities of objects,
q j
processes, services and their systems in whole
life cycles. Therefore, design is the central
life cycles Therefore design is the central
factor of innovative humanisation of
technologies and the crucial factor of cultural
technologies and the crucial factor of cultural
and economic exchange.
– The International Council of Societies of Industrial
Design (Icsid)

Task One
Task One
• Enhancing global sustainability and
environmental protection (global ethics)
p (g )

2007 Japan Good Design
2007 Japan Good Design

Sanyo Eneloop Universe
Sanyo Eneloop Universe
• rechargeable hyrbids in about 2.5 hours, also
j
juice‐up your USB‐equipped gear.
py q pp g
• it takes about 6 days for the internal lithium
ion batteries
ion batteries

Task Two
Task Two
• Giving benefits and freedom to the entire
human community, individual and collective
y
final users, producers and market protagonists
(social ethics)
(social ethics)

Resolve Problems Creatively
Resolve Problems Creatively

http://www.joinred.com/
http://www joinred com/

One Laptop per Child
One Laptop per Child

TAP Project $1 for TAP WATER
TAP Project $1 for TAP WATER

LifeStraw®

Task Three
Task Three
• Supporting cultural diversity despite the
Supporting cultural diversity despite the
globalization of the world (cultural ethics)

YOTHAKA

Timo Sarpaneva
Timo Sarpaneva

Eva Solo
Eva Solo

Eva Solo
Eva Solo

Norm 03
Norm 03

37 pieces
37 pieces

Norm 69
Norm 69

Task Four
Task Four
• Giving products, services and systems, those
forms that are expressive of (semiology) and
p ( gy)
coherent with (aesthetics) their proper
complexity.
complexity

YAMAHA the Silent Cello
YAMAHA the Silent Cello

Design in Knowledge Economy
Design in Knowledge Economy
Knowledge economy
•
Design is knowledge
Design is knowledge
•
Industrial Commercial Design is the product
•
NTUST is the brand of the product
•

Need and Offer
Need and Offer
• Need
d
– the transformation of Taiwan Business
– OEM ODM (development) OBM
– B2B to B2C
• Offer
– Taiwan produce 30000~40000 design students /
Taiwan produce 30000 40000 design students /
year
– 400 design school in Asian (business week)
400 design school in Asian (business week)
– reach 200 design school from 2000~2008 in China

The Spectrum
The Spectrum
Hi Art
Hi‐Art Hi Tech
Hi‐Tech
Hi‐Life
Marc Newson, Sony DV
Apple iPod
pp
Alessi ,
, recorder, ,
Propaganda Glofiish

Kinds of Creativity
Kinds of Creativity
Hi‐Tech
Hi‐Art Hi‐Life
Collaborative
Personal In between
Creativity
Creativity Creativity
Famous
Celebrity Designer within
Designer Company Company

How to Cultivate
How to Cultivate
Hi‐Art Hi‐Tech
Hi‐Life
Personal Group Creativity,
Creativity, Design,
In between
Lifestyle
Lifestyle, Management,
Management
Environment Manufacture

Hi‐Art
Marc Newson,
Alessi

How to Make Life More Enjoyable
How to Make Life More Enjoyable

Alessi

Alessi

Alessi

Alessi

Alessi

Swan Series
Swan Series

Mr.P serise
Mr P serise

Mr.P
Mr P
One man ouch

One Man Shy
One Man Shy

One Man Stuck
One Man Stuck

Shark Opener
Shark Opener

Marc Newson
Marc Newson

OXO product

Hi‐Tech
Sony DV
recorder

Technology‐Oriented DVR
Technology Oriented DVR

Sony VAIO UX
Sony VAIO UX

Glofiish

Hi‐Life
Apple iPod,
Nokia

a total service of human centered innovation
a total service of human‐centered innovation
THE CORE OF DESIGN

Benq Joybee 125
IF Award
Excellent Music Quality
y
High Quality Fashion Design
Usability Problem
Usability Problem

Do you recognize this?
Do you recognize this?

What about this?
What about this?

Personal music player i
Personal music player i
Walkman
20 years ago
All Hardware
manufactured in japan
Very few software
Easy to follow
Easy to follow

Personal music player ii
Personal music player ii
Apple ipod id
A l i d video now
70% hardware by japan
30% software by u.S.
Plus iTunes music
authorization
Hard to follow
Cost price u.s. 143
Retail price u.s. 299
p
Profit 51%

Tech Versus Service
Tech Versus Service
• The Digital Technology • The Digital Service
• Music encoder and • Mp3 + micro hard disk
Music decoder – No more forget to bring
Your favorite music
• Interactive Process and
Interactive Process and
– Copy a CD in 30 seconds
Interface layout
• iTunes
– Part of total service
– Manage your music
gy
– Connecting to the music
lover society

User Scenario (Design)
Innovation knowledge (IT)
Most appropriate (faster or slower)
Mt i t (f t l )
創新是設計的本質、使用者是創新的根源
使用經驗是設計的最終仲裁 使用情境是創新設計的起點
使用經驗是設計的最終仲裁、使用情境是創新設計的起點
USER‐ORIENTED INNOVATION

What Design Students Learn in School in General
What Design Students Learn in School in General
THE ELEMENTS OF DESIGN

Design Studio
Design Studio

Design Presentation
Design Presentation

Design Crits
Design Crits

Forms

Meaning Forms
Meaning Forms

Stylish Forms
Stylish Forms

Simple Functions
Simple Functions

Complex Functions
Complex Functions

Colors

Cognitive Ergonomics
Cognitive Ergonomics

Physical Ergonomics
Physical Ergonomics

Materials

Materials

Design History
Design History

Famous Design
Famous Design

THE LATEST DESIGN TRENDS

design for the elderly
design for the elderly
DESIGN FOR FUTURESELF

An Inconvenient Truth
An Inconvenient Truth
GREEN DESIGN

Life of Healthy and Sustainability
Life of Healthy and Sustainability
LOHAS

MUJI

The Wattson
The Wattson

What Future Designers Is Like
What Future Designers Is Like
• Not Graduate of Industrial Commercial Design
but Innovative Designer in the Knowledge
g g
Economy
• Design is cross disciplinary innovation
Design is cross‐disciplinary innovation
provider in product, system, service.
• Experts in every disciplines are needed.
• The key is to know the UOIDM
The key is to know the UOIDM