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Design of vision concepts to explore the future: Nature, context and design techniques


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Mejia Sarmiento, J. R., & Simonse, W. L.

Published in: Design
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Design of vision concepts to explore the future: Nature, context and design techniques

  1. 1. Challenge the future Design of Vision Concepts to explore the future: nature, context and design techniques Ricardo Mejia (PhD candidate) & Lianne Simonse (assistant professor) PhD promotors: Prof. dr. P.J. Stappers & Prof. dr. H.J. Hultink, and daily supervisor: Dr. G. Pasman. Faculty of Industrial Design Engineering Delft University of Technology, The Netherlands 5th CIM Community Workshop / 2015
  2. 2. Challenge the future Content Theoretical Background • Sharing product vision • Designing the future (concept cars, concept products, vision concepts) Research questions Method • Qualitative inductive research • Video documentation Results • The nature of Vision Concepts • Sharing context in concept visioning • Design techniques for concept visioning Discussion • Theoretical contribution • Limitation and future research directions 2
  3. 3. Challenge the future Constant dilemma exploiting old ideas exploring new ideas (Schreyogg and Kliesch-Eberl (2007) & Cornella (2013)) 3
  4. 4. Challenge the future Design and the future • Design is closely linked with the exploration of the future (Buijs, 1987; Morello, 2000; Evans, 2011; Hekkert, Van Dijk, and Lloyd, 2011) 4
  5. 5. Challenge the future Concept Cars as a way to explore the future 5 Rs P.: Although concept cars are in the automotive industry since 1938, only a few scholars have studied them (Styhre, Backman, and Börjesson, 2005; Backman and Börjesson, 2006; Backman, Börjesson, and Setterberg, 2007; and Buijs, 2012) Concept Cars are “experimental artefacts” (Styhre, Backman, & Börjesson, 2005) made by car manufacturers in order to explore the future.
  6. 6. Challenge the future Concept Products a Concept Car in other branches of the industry 6 Concept Products are located outside the ordinary product portfolio, and should express a certain competence within the company’ (Ny, & Thott, 2005). Rs P.: CPs are emerging but a little is known about them
  7. 7. Challenge the future Vision Concepts 7 Different kind of Concept Products (Keinonen, & Takala, 2010): (i) product -development- concepts, (ii) emerging concepts, and (iii) vision concepts
  8. 8. Challenge the future Sharing context in product visioning • a vision is described as “conditions as we would like them to be” (Stokes, 1991) • research results determined that product visions exert a large influence on a new product´s success (Lynn and Akgun, 2001; O´Connor and Veryzer 2001; and Reid and Brentani, 2012) Rs P.: Lack of underestanding in sharing in product visioning 8
  9. 9. Challenge the future Design techniques of concept visioning • e.g. Vision in Product (VIP) approach (Hekkert, Van Dijk, and Lloyd, 2011) Rs. P. : It is not clear if the design process is a simplified NPD process (Styhre, Backman, & Börjesson, 2005) or it is a specific and unique process (Berlitz & Huhn, 2005; Lv & Lu, 2012; and Santamala, 2006) 9
  10. 10. Challenge the future Research questions Therefore, in this paper we investigate the following research questions: • What is the nature of a vision concept? • How is the vision concept shared in the organization context? • How is a vision concept designed - design technique? 10
  11. 11. Challenge the future Method • A qualitative inductive research (Eisenhardt, 1989) to unravel the nature, sharing context and design techniques of the vision concepts • A multiple case analysis that includes 5 cases, 3 concept cars and 2 concept products 11
  12. 12. Challenge the future Your Concept Car 2004 by Volvo 12
  13. 13. Challenge the future Citröen-Lacoste 2010 by Citröen and Lacoste 13
  14. 14. Challenge the future F015 2015 by Mercedes-Benz 14
  15. 15. Challenge the future Concept Kitchen 2025 by IKEA 15
  16. 16. Challenge the future Bio-digester Kitchen Island at Microbial Home 2011 by Philips 16
  17. 17. Challenge the future Method / video analysis 17
  18. 18. Challenge the future Results / The nature of vision concepts, sharing context and design techniques for concept visioning 18
  19. 19. Challenge the future Vision concepts are tangible prototypes used by organizations to explore and present new ideas of the interplay between -system of- products and users in the future. • The 3 concept cars are presented as vehicles (artifacts), different that the concept products that are presented as systems of products. • e.g. "CCs funtion as a test bed for new ideas" Volvo • All of the vision concepts are deployed as prototypes, 1:1 models that present the main features of the concept. • representational, which are non functional prototypes, and • fully working prototype (e.g. F015) 19 The nature of vision concepts
  20. 20. Challenge the future Vision concepts are outputs of research projects that explore -research- questions • e.g. how will we behave around food in 2025? (Ikea), how to enable people to do what they want or need to do? (Mercedes Benz) Vision concepts are part of a dedicated portfolio outside of the ordinary portfolio • e.g. Mercedes-Benz, F models (Concept Vehicles portfolio) established in 1991 20 The nature of vision concepts
  21. 21. Challenge the future Sharing context in concept visioning Vision concepts are shared in the organization context in three different levels, in-company, team, and public. • In-company sharing: Volvo, Ikea and Philips use the vision concept in several internal workshops and presentations • Public: all of the studied concept cars and concept kitchens are demonstrated on an international event 21
  22. 22. Challenge the future Design techniques for concept visioning The cases analysis results in the identification of five activities to design a vision concept: • the research project set-up, • the future exploration, • the vision concept design, • the vision concept making, and • the future message on the exhibition. 22
  23. 23. Challenge the future Discussion / Theoretical contribution 23
  24. 24. Challenge the future Discussion / Theoretical contribution 24
  25. 25. Challenge the future Thanks! Ricardo Mejia & Lianne Simons Delft University of Technology The Netherlands 2015
  26. 26. Challenge the future 26