"Design the meanings to implement technology" by Thomas Burkard, Co-founder of Bernhard Burkard Industrial Design, Switzerland (Schaffhausen, Zurich). The topic covers the following: - every product has a meaning (or severals) - some examples. there is a constant shift of meanings; - we need to design the meanings of products/technology to make them accessible to people; design-driven innovation; - to drive technology innovation (such as digital transformation, online co-working, workshops) design shall focus on meanings; - use pictures/situation of common life to understand new meanings.

1. design the meaning
to implement technology.
Thomas Burkard
Co-founder Bernhard Burkard Design Studio
Product Design Marathon
16 April 2020

3. technology user

4. Olafur Eliasson – The Weather Project, 2003

7. technology user
technology driven innovation
technology push
new possibilities
new workflow
it is new!
it is better!
now you can..
human reaction
understanding, acceptance
new effort
need to learn
what does it mean to me?
do I need it?
I would like to...

8. «The time was not ready yet.»
«It is ahead of its time.»
technology innovation
is no guarantee of success.
Why not?
«People did not accept it yet.»
«It is only for geeks.»
«User did not like it.»
Apple Newton, 1993

9. technology usermeaning
_every product has a meaning
_the meaning is as powerful as the technology itself.
_design driven innovation through the design of meanings.*
*Roberto Verganti, Design Driven Innovation

11. Candle
technology to control a small flame
_provides some light in the dark

12. the invention of the lightbulb
_a disruptive technology for candles?

13. shift of meaning
_people spend more money on candles then lightbulbs
nice atmosphere
romantic
relax
peaceful
thoughtful
feel good
home
candlelight diner

14. technology usermeaning
_meanings are personal and individual
_meanings change over time

15. technology usermeaning
_meanings are personal and individual
_meanings change over time
How can we design the meaning?
how why
what
happens

16. How can we design the meaning?
_design process
_test meanings
_we try to connect with known situations
_find iconic simple pictures
_transfer the situation into the product to connect with technology

18. MAYA - Most Advanced Yet Accetable*
_ Advance your design gradually over time
_ Include familiar patterns in the visual design
_ Draw on your user’s present skills and mindset
_ People learn step by step
*Raymond Loewy, 1979
incremental design evoluation
Build on knowledge

19. Meeting 1:1, 1:2, 1:3

20. Meeting 1:1, 1:2, 1:3 online

21. Workshop 9 People online

22. 1:8 frontal Situation
can effect on creativity of the workshop

23. speach situation

25. thank you.
Thomas Burkard
Co-founder Bernhard Burkard Design Studio
Product Design Marathon
16 April 2020