Questo documento tenta di delineare, se pur in modo parziale, alcuni concetti necessari a comprendere ragioni e spazi per la nascita di una design agency nello scenario aziendale delle PMI

1. Appunti sul design per le PMI Carlo De Mattia

3. Lo scenario italiano , la ricerca di

6. L’attuale ruolo del design nelle PMI (del sistema lombardo), la ricerca di

17. The New Italian Design: l’inchiesta della Triennale di Milano

18. NUOVO DESIGN Cambiamento di ruolo Il design si è progressivamente trasformato, da attività legata alla progettazione di prodotti (come nell’epoca dei Maestri), a energia debole e diffusa che elabora strategie di innovazione, che sono indispensabili a tutti i settori industriali per affrontare la concorrenza internazionale e i mercati globalizzati. Il design sta diventando una professione strategica , che alimenta una nuova economia sociale, basata sulla capacità individuale di inventare nuovi prodotti, nuovi servizi e nuove imprese.

20. Design 3.0: la proposta di

23. Cosa significa? Chi sarà il Protagonista del design?

28. Quali modelli operativi scegliere ?

30. Studio di progettazione o agenzia strategica ? (from Traditional to Strategic design)

31. Key Activity Research Other Activities Competitive product research Design trend research End user questionnaire User needs priority survey Component layout concepts Product configuration study (foam models) Ergonomic analysis (foam models) Typical Deliverables Questionnaires Interview Results Product Research Key Activity Sketching Other Activites Kick-off / project team brainstorming Concept exploration and sketch generation Sketches of assembly and construction issues Interface, access and storage concepts Concept refinement sketches Foam appearance model construction Typical Deliverables Sketches for multiple design directions Foam model mock-ups Construction and assembly concept sketches Key Activity Build detailed 3D CAD model Typical Tasks Design refinement sketches 2D design control drawing of chosen concept Define all external design features Photo-realistic rendering build Colour and graphic study Specification update and initial Bill of Materials Coordinate aesthetic hard model construction Typical Deliverables 3D CAD model (Pro/E) Photo-rendering Hard model or SLA Key Activity Define all engineering details Typical Tasks Source and specify purchased components Finalize assembly sequence Build 3D database of all parts and components Database corrections from design input Specify materials, colours, textures and final graphics Manage prototype build with chosen vendor Typical Deliverables Database of all parts and components Colour, material and finish specifications Final artwork and graphic layout Semi-functional prototype Typical Tasks Review prototype with manufacturer Modify database as necessary Create critical dimension documentation First article review Modify database as necessary Create final documentation package to client requirements Assembly verification Aesthetic validation Typical Deliverables Functioning proto-tool parts Updated database Final documentation package Bill of materials

33. Da “Developing Tangibile Strategies” di Laura Weiss, Senior Consultant and Head of the Business Factors discipline, IDEO

34. Benchtop to Beta Discovering a complex medical or scientific technology with the potential to save, positively change or profoundly affect lives is the first challenge. The second is bringing it to life. Shelf Appeal The retail landscape is constantly changing. In that environment, design can help products and brands carve out shelf space, differentiate from competition and capture new consumers. Innovation Engines Moving big companies requires more than brute strength. It takes non-traditional thinking and courageous vision to help companies accelerate and change course. Future Mapping Markets are moving faster and competitors are smarter. Forward-thinking companies actively manage and plan their next moves as far out as possible. All it takes is a good map. Design Infusion More companies are leaning on the powers of great design for competitive advantage. The perfect blend of materials, form and aesthetic harmony will always captivate. Brand Immersion In the new marketplace successful companies develop immersive brand experiences that connect with consumers through multiple touchpoints. Design Integration Everyone is talking about design, how to use it, ways to incorporate it, why it's needed, what it means. The question remains: How can companies integrate design into their culture?

35. Team Methods Observation Brainstorming Prototyping Implementation Future Mapping Markets are moving faster and competitors are smarter. Forward-thinking companies actively manage and plan their next moves as far out as possible. All it takes is a good map. Design Infusion More companies are leaning on the powers of great design for competitive advantage. The perfect blend of materials, form and aesthetic harmony will always captivate. Brand Immersion In the new marketplace successful companies develop immersive brand experiences that connect with consumers through multiple touchpoints. Design Integration Everyone is talking about design, how to use it, ways to incorporate it, why it's needed, what it means. The question remains: How can companies integrate design into their culture? Software Engineering Interaction Design Environments Manufacturing Industrial Design Kid-Centric Design Electrical Engineering Business Factors Healthcare Mechanical Engineering Human Factors

36. E nelle Marche ?

38. Dal 1970 il Gruppo Loccioni si propone come " Sartoria tecnologica " realizzando soluzioni " su misura " ad alto valore aggiunto per il mondo pubblico e per l'industria. Sempre all'avanguardia nell'innovazione, grazie anche alla collaborazione con Università e centri di ricerca internazionali , ogni area di business del Gruppo opera in modo integrato con le altre per offrire ai suoi interlocutori infinite possibilità di collaborazione trasversale.

39. Cosa può fare il design per le PMI italiane ?

40. Uno scenario competitivo complicato Le ragioni di un ripensamento del design sono diverse: • Riguardano l’evoluzione delle strategie di impresa • Si riflettono in diverse funzioni aziendali (produzione, distribuzione, comunicazione) • Vanno affrontate con urgenza

42. Percorsi di innovazione • Rinnovare nella tradizione: estetica ed esclusività • Coniugare estetica ed ergonomia • Integrare tecnologia, comunicazione ed estetica • Ricontestualizzare i contenuti estetici della tradizione italiana

43. Innovazione si, ma con quali costi per l’impresa ?

44. Da “CRESCERE PER COMPETERE”, Convegno di Confindustria Macerata 30 Giugno 2006

45. Gestire il cambiamento

46. Debolezze delle aziende design-driven italiane: • Azienda di “prima generazione” • Difficoltà nel gestire la crescita • Poca organizzazione interna • Debole coordinamento interno

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49. Alcune fonti utilizzate nella stesura di questa presentazione: