Bringing ideas to life


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Bringing ideas to life

  1. 1. Bringingideas to life
  2. 2. Bringing ideas to lifeToday, there are so manycompetitive productsjostling for attention thatthere is an ever urgentneed for differentiation,stand out and innovation.Traditionally, designers would focus on the creationand embodiment of a product, whether that be aconsumer or FMCG pack or product. They wouldbe given design briefs that were fairly well definedwith regard to objectives, functionality, target Michael Webster, Associate Directorusers, markets and so forth, but they would have Design now involves scoping, defining andhad minimal involvement prior to that point. Today, coordinating opportunities, as well as embodyingthere are so many competitive products jostling them - in short, innovation.for attention that there is an ever urgent needfor differentiation, stand out and innovation. And Design is more than just the physical manifestationthis is where the designer’s remit has changed. of something - there are numerous factors thatNow, design is more deeply embedded in the need to be considered. First, there is the brandfront end, ahead of the brief - finding new uses, - how should that be expressed through not onlynew markets, new opportunities derived from the physical form, but also the interaction andconsumer insights and new ways to create value experience of use. Then there is the user - who- and in the navigation of that whole process. is this and what are their needs? You then comeConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  3. 3. to the product itself - what is the context for its the relationship between product and brand, anduse? Why is it needed and what affects how or enables consistency between user and brand.where it will be used? And how will it benefit the Fully understanding your brand DNA bringsbusiness? Next up is the manufacture - how will clarity and precision to otherwise subjectiveit be made? Of what? And where? And what and emotional issues and embeds emotionaltechnological advancements can we learn from understanding throughout the business.other industries? And, of ever growing importance, And finally, there are trends. It is important tothere is the environment - how can we design it to understand the way the world is moving if you’rebe sustainable? And what does sustainable mean? not going to be left behind, beyond the comfort ofDesigners need to juggle all these factors as ‘your’ market. By looking at the world around you,they design a product, but how do they manage sitting at the heart of people, society, businessthis process? One way is to break the process and technology, design involves having a fulldown into three areas of focus - clarity, vision and understanding of the context and relevance fordelivery. new products, both now and in the future.Clarity: The first step is to understand the space,both physical and emotional, that the product willoccupy. Before you can make something better,you need to know who, what and where you are.There are various tools available to find the truthsto inspire and focus our creativity in the rightdirection.One tool is ethnographic research, whereconsumers are observed on what they actuallydo rather than what they say they do! This is howto learn about people - their latent, as well astheir real needs and emergent behaviour - withinthe real life situations in which the product will beused.Another tool is brand DNA. This is the definitiveexpression of a brand’s design essence – bothits tangible and intangible elements. It definesConfidential. © Seymour Powell Limited, 2010. All rights reserved.
  4. 4. Vision: The next step is to define what the product inspiration with perspiration and experimentationshould be, or could be, and why - a vision for the with to get behind, where future scenariosare worked out and relevant solutions provided;and where clarity of context and the ability of thedesigner to envisage a better future fuel creativity, Ideas are brought to reality bythe lifeblood of design. a managed, systematic andVision is crucial to the successful implementation creative process. A fluid, non-of a project. It provides something tangible for thebusiness to believe in and work towards. It gives linier process that combinesconfidence and reassurance that it is making the thinking with doing.right decisions. And it can help the business tosee beyond the way things are now, and towardsa better future that can transform its long-termprospects.Delivery: Once a vision is in place and people havebought into it, the final step is to deliver on thatvision; to preserve and champion its original intentand develop it into an implementable reality. This isnot just a question of how it performs (aesthetics,interaction etc) but also how it works (mechanicallyand practically) and is to be manufactured. Thatmeans building, testing and prototyping to learnempirically and iteratively, working with partnerswhen necessary to make it happen. This is theheart and soul of innovation - it is not enoughmerely to talk about innovation, or just to generateconcepts around consumer insights, it has to bedelivered if it is to profit the business.And that managed systematic creative processis what brings ideas to reality. A fluid, non-linearprocess that combines thinking with doing, To find out more please contact nichola.rinks@seymourpowell.comConfidential. © Seymour Powell Limited, 2010. All rights reserved.