2. Day 2: Creativity and Design
The objective of this course is to introduce students to the
basics of product design, including issues relating to product
form and function, as well as aesthetics and experience.
Students will learn how to integrate creative ideas into
product designs that would appeal to consumers. Cutting edge
and relevant issues in product designs will be discussed.
Special emphasis will also be placed on examining product
designs in an Asian cultural context.
From: http://www.aci-institute.com/index.php/web/master_program/ProgStructure/5/104
28. FROM ISLANDS TO awareness to appreciation to
UNDERSTANDING
Fruchter, R. (2001). Dimensions of teamwork education,
International Journal of Engineering Education, 17(4/5), 426-430.
29. Some rights reserved by Joseeivissa 2.0
http://photography.nationalgeographic.com/photography/photo-of-the-day/house-river-serbia/
ISLAND
30. “engineers are so square-minded and only do
numbers, they aren't creative like us"
ISLANDS
“designers don't know much; they come up with crazy
unfeasible fluff, but can embellish our great solutions”
32. “engineers do solve problems and some can be inventive,
let's ask them about x technical problem"
AWARENESS
“artsy stuff can be useful, great design makes our
awesome solutions usable, let's see what they do”
34. “there are huge differences across engineering areas,
they know x amazing stuff but are trained in y limiting ways”
APPRECIATION
“designers can help a team be all creative, they are able
to see things differently and bring value to technology”
36. “I learned x and y engineering
concept, technique, tool, etc. I can contribute in the
technical areas of a project”
UNDERSTANDING
“I learned x and y design concept, technique, tool, etc.
I can contribute in the creative areas of a project”
38. Islands-to-Understanding Activity
• What is the role of _________ (your area of expertise)
in New Product Development?
• Write down your individual response
• Discuss in teams of 3
• Present your conclusions
39. Danger: Designing Products Your Customers' Customers Will Love
http://ecorner.stanford.edu/authorMaterialInfo.html?mid=1146
46. http://iwataasks.nintendo.com/interviews/#/wii/wii_channels/0/0
“…when I first entered the company I often said
that I wanted to make the sort of games you
could play with your grandmother. I had an
image of games not feeling out of place in the
living room. Of course, this could have been
around the fireplace, at the dining table, the
coffee table, or anywhere. I just wanted to make a
game that would be fun for the entire family.
Recently, I've found myself sitting all
alone, starting up a game and feeling a bit cut off
from the world. I wanted to change this. That is, I
wanted to make gaming a little less lonely. In my
mind, the Wii Remote belongs on the coffee
table. I spent a long time discussing with a whole
range of people about what we could do to
achieve this”
47. http://iwataasks.nintendo.com/interviews/#/wii/wii_channels/0/0
“As we talked, the concept of "fun for the entire
family" gradually took form in our minds. We
didn't want any member of the family to feel left
out, either through not understanding the Wii or
feeling it had nothing to do with them. An all-too-
common trend in gaming is for the user to play a
game they like for hours and hours until they
complete it, and then never touch it again. This
was something we wanted to avoid.
Therefore, our working concepts were "fun for
the entire family", and "a console that will be
used every day". We tried to make sure that our
discussions never strayed far from these
concepts”
48. http://iwataasks.nintendo.com/interviews/#/wii/rhythmheavenfever/0/5
“One of my criteria for what I consider to be a
good game is that it must be fun for bystanders to
watch. A lot of the video games that Nintendo has
made and have become popular were like that.
Everyone“… doesn't mean that there are four
controllers and you all play simultaneously, but
it's about how everyone standing around
watching one person play are holding their breath
and laughing at the player's mistakes. (laughs)
The meaning of "Everyone" is that everyone
enjoys it.”
Listening to everyone here talk about Wii reminds
me that the most important thing was clearly
defining our vision. Even if it was a vision
without a precedent.”
50. ricardo_sosa@sutd.edu.sg
‚Babe‛ Ruth hit 714 home runs in his career (1914-1935)
(He also struck out 1,330 times in this
period)
http://www.flickr.com/photos/cliffbaise/4479440032
51. “Alfred Nobel was full of ideas;
he said ‘If I have a thousand
ideas a year, and only one
turns out to be good, I am
satisfied’.
I, too, am full of ideas, and I
would be satisfied with one
good idea per year”
Dr. Linus Paulinghttp://www.nobelprize.org/nobel_prizes/peace/laureates/1962/pauling-acceptance_en.html
52. Project for TetraPak Mexico (1997-1998)
Museum in a Bus Fernando Prieto / Ricardo Sosa
57. KANSEI across SCALES SUTD for SC @ JEM
Sosa, R., Lee, J.B., Albarran, D., Otto, K., Chia, H.M.L, Kabincalan, R.P., Poh, W.Y., Haruki, S., Toh, H.P., Clifford, M. K. (2013) Scaling Kansei in Engineering Product Development (forthcoming)
Varying the radius and the tension on the elastic rope, the assembly can be fine-tuned to capture the Kansei of the desired wave
movement
Elastic rope
Transformation of a Mechanism
From: torsion of a steel cable
(Order of Magnitude: 10-1 m)
To: elongation of an elastic rope
(Order of Magnitude: 101 m)
59. Abductive Reasoning Activity
• Is the R3Doodler going to be a successful product?
• Write down your individual response
• Discuss in teams of 3
• Present your conclusions
60. Mark Wolters on Why do companies design new products?
http://www.youtube.com/watch?v=SItyOzQrh7g
62. Strengths
•Advantages of
Asian companies
(internal) over
competitors
Weaknesses
•Disadvantages of
Asian companies
(internal) over
competitors
Opportunities
•External
conditions that
companies can
exploit in their
design strategies
Threats
•External
conditions that
limit design in
companies
Design in Asia: Assumptions Activity
• Teams: prepare a SWOT chart to analyse the
strengths, weaknesses, opportunities and threats of Asian
design
63. Bloomberg Apr 15, 2013. Andrew Roberts in Paris at aroberts36@bloomberg.net
http://www.bloomberg.com/news/2013-04-14/made-in-asia-luxury-sheds-fake-image-challenging-vuitton.html
1. Demand is changing in Asia, with consumers favoring
fresh designs over ubiquitous logos [yet] almost half of
Chinese shoppers think well-known labels offer better
quality, versus 16 percent of Americans (McKinsey)
2. The region’s association with mass production and
knockoffs has damaged its luxury credentials
3. Hermes gets cashmere from Mongolia and weaves it
into scarves in Nepal
4. The upshot is that while Asians accounted for half of
worldwide luxury purchases in 2012, according to
consultant Bain & Co., “just a fraction” of last year’s
$272 billion in sales came from Asian brands (Luxe)
5. Korea’s Couronne is helping change perceptions of
made-in- Asia luxury with its colorful, logo-light
designs
6. Buying Asian brands “is the next step”: established
luxury goods companies are increasingly looking at
Asia for acquisitions (Bryan Garnier)
7. Chinese adults under 35 consider the style of a
product more important than who makes it (Bain)
8. Domestic brands drawing on local traditions and
cultures “are starting to emerge”
74. Design in Asia
“Asia is a convergence of multi-faceted cultures from
countries such as China, Japan, Korea, Thailand and
India. Rich in their own cultural and historical
heritage, despite their differences, these countries
individually present a unique cultural character and
identity that render their own interpretations of Asian
design.
This year the judges are pleased to have seen a record
high of 728 entries from 25 countries”
http://dfaaward.com/2012/page/en/about/message.php
75. Design in Asia
• APPAREL and ACCESSORY DESIGN
• Everyday Apparel
(Men’s wear, women’s wear, children’s wear, etc.)
• Functional Apparel
(Sportwear, protective clothing, etc.)
• Fashion Accessories
(Shoes, jewellery, spectacles, bags, etc.)
• COMMUNICATION DESIGN
• Interactive / Digital Media
(Digital installations, websites, CDs and DVD-
ROMs, mobile applications, etc.)
• Packaging
• Publications
(Books, magazines, annual reports and other
publications, etc.)
• Posters and Promotional Materials
(Posters, postcards, direct mailings, etc.)
• Typography
• PRODUCT and INDUSTRIAL DESIGN
• Household Appliances
(Household and kitchen appliances, lighting, etc.)
• Homeware
(Items and accessories for the home, including
kitchenware, furniture, etc.)
• Professional and Commercial Products
(Office and business equipment, such as
furniture, lighting, etc.)
• Computers and Communications Products
(Computer equipment and
peripherals, phones, etc.)
• Leisure and Entertainment Products
(Sports equipment, audio and visual
equipment, toys and games, etc.)
• ENVIRONMENTAL DESIGN
• Home and Residential Spaces
• Commercial Spaces
(Work and retail spaces)
• Hospitality and Leisure Spaces
(Hotels, restaurants, bars, saunas, etc.)
• Culture, Public and Exhibition Spaces
(Institutional and public spaces, exhibit
designs, etc)
http://dfaaward.com/2012/page/en/about/message.php
76. Design in Asia
• Overall Excellence
• Creative design
• Innovative skill
• Original concept
• Reinventing Design Systems
• Aesthetic style
• Ergonomic structure
• Use of technology
• Practicality & User friendliness
• Good performance
• Environmentally sustainable
• Asian Styling
• Forerunner in Asia
• Setting trends in Asian lifestyles
• Invigorating Asian living
• Distinctive Asian character
• Serving the needs of Asian markets
• Inspiring the next generation of Asian
designers and design trends
• Commercial and Societal Success
• Increasing sales and market share
• Broadening customer base
• Establishing new markets
• Reducing manufacturing costs
• Improving productivity and
profitability
• Shortening the lead time to market
• Improving corporate image
• Achieving specific business
objectives
• Advancing social cohesion
• Inspiring social interest
http://dfaaward.com/2012/page/en/about/message.php
77. http://dfaaward.com/2012/page/en/winners/2012.php
Akihiko Okamoto
“The concept itself first appeared quite a
number of years ago in response to user
comments such as this: 'SLR cameras can
take good pictures, but because they are
so heavy and bulky, they end up being left
at home. It would be nice to be able to
take photographs at close to SLR quality
levels using a compact-size camera.'
80. Jeff Dah-Yue Shi: Eco-friendly bamboo furniture design
While the front view of the chair is like a bamboo tunnel at the
bottom, the side view is similar to the Chinese character “君
”(the seat as “口” and the back as “尹”), which denotes “a
noble man”. In brief, Chair Jun Zi reflects both symbol and
symbolic meaning of the Chinese character “君”.
http://www.shidahyue.com/enter.html
82. “Ren” is one of the most important concepts in Chinese tradition which could
also perfectly convey the spirit of “Good Design”. “Ren” means caring for
others, caring for the people. Meanwhile, good and outstanding designs also
benefit the majority of the people, wherein the goodwill of design is reflected.
At this stage, the developing China and its population need good design more
than ever before”
http://en.bidt.org/doc/13/6.html
83. http://www.mplusmatters.hk/asiandesign/pdf/ChristineGuth.pdf
“Asian design” creates homogeneity where there
may in fact be little or none, and ignores the often
transnational nature of design practices and
products.
To claim that contemporary designers in
India, China, and Japan share a design language
that is specifically “Asian” is questionable”
Dr Christine Guth, Head of Asian History of Design & Material
Culture (Royal College of Art/Victoria & Albert
Museum), London
84. “the real issue is that it’s not merely
about designing a product, but an all
encompassing 360 degree design
strategy that satisfies all aspect of
the company’s requirements”
http://sgentrepreneurs.com/2006/07/09/asian-companies-able-to-embrace-design-as-a-business-strategy-part-1/
85. “…harnesses the taste and quality of European breads and
incorporates them with a variety of Asian flavours, such as drunken
longan, black sesame, spinach and sweet potato.”
87. “Can Asian designers imagine a different
future and not repeat the mistakes made
that originated [in the West] as far back as
the Industrial Revolution?”
http://www.studiochronotope.com/design-in-asia-some-thoughts.html
88. “The current Generation Y of Asian designers have grown up in an era of
prosperity and relative stability while living seamlessly and integrated
into a global culture of media, travel, communication and social
networks. Many have also studied in the West and are exposed to the
history, theories and practices of design largely from the West that have
dominated design discourse”
http://www.studiochronotope.com/design-in-asia-some-thoughts.html
89.
90.
91. Design in Asia Activity
• Write down an individual statement about the role of
design in Asia
• Present your argument in a 2-minute pitch
• Form pairs based on opposite/differing views
• Develop a shared view that complements both ideas
116. Abstracting and decomposing a product into functions
Function: “a statement of a clear, reproducible
relationship between the available input and the desired
output –independent of any specific form”
Chapter 5 Otto and Wood “Product Design”, Pearson
124. 124
Functional Representation
1. System boundaries should be carefully chosen and used consistently (starting with BB)
2. All functions should be verb-noun-[modifier] (e.g. import electricity)
3. All functions should be independent of objects (nouns) in the device. (turn gears change energy)
4. All functions should be device functions, not user functions. (If unavoidable, double-box user
functions).
5. Prolific functions should be mapped with a ground symbol. (E.g. “dissipate heat” shown only once).
6. Combine redundant functions.
Completeness
1. Refine into as low-level functions as possible, without unnecessary detail.
2. Do functions adequately show fulfillment of given customer needs?
3. Do functions adequately show given flows traveling from entrance to exit?
4. Are the functions of each component in the product shown?
Cross-checks
1. Conservation of energy and mass, equilibrium of forces
2. Verify each flow has correct state and type (e.g. rotational energy)
3. Functions should be in sequence if dependent, and parallel if independent
Chapter 5 Otto and Wood “Product Design”, Pearson
125.
126.
127. “A field study of one of Taiwan’s traditional social activities is presented here to indentify
the abundant cultural features which are involved in and influence people’s social lives.”
128.
129.
130. Asia Behaviour Activity
• Create a list of 10 everyday practices, activities or
habits that are characteristic of Asia
• Share your lists in teams of 3
• Select the top three
• Present
131. Asia Behaviour Activity
• Taking shoes off
• Drinking tea
• Eating rice
• Building trust and relationships
• Save money
• Competitiveness
• Sharing food
• Borrowing
• Personal questions
• Prestige, aspirational
• Bargaining
• Seniority
• Living with your family until getting
married
• “Mugging” (studying really
hard, remembering)
• Fruit as a dessert
• Wedding: prank the groom before
he gets the bride
• Working long hours: expectation to
stay until late
• Reserving seats
• Honking while driving
• Superstitious: lemon and chilli at the
entrance (evil eye)
• Asian hospitality*
• Concept of ‘face’
• Avoid saying ‘no’
• Importance to education
• Tai Chi, Mahjong
• Using the right hand
140. • Power Distance
the degree of equality/inequality
between people in a particular society
• Individualism
the degree to which a society reinforces
individual or collective achievement and
interpersonal relationships
• Masculinity
the degree societies reinforce, or do not
reinforce, the traditional masculine
work role model of male
achievement, control, and power
• Uncertainty Avoidance
the level of acceptance for uncertainty
and ambiguity within a society
• Long-Term Orientation
http://my.fit.edu/~gabrenya/cultural/course.html
141. http://geert-hofstede.com/
There are only seven (7) countries in the
Geert Hofstede research that have
Individualism (IDV) as their highest
Dimension: USA (91), Australia (90), United
Kingdom (89), Netherlands and Canada
(80), and Italy (76).
High IDV ranking indicates a society with a
more individualistic attitude and relatively
loose bonds with others. The populace is
more self-reliant and looks out for
themselves and their close family members.
142. The low Individualism (IDV) ranking is
manifest in a close and committed
member 'group', be that a
family, extended family, or extended
relationships. Loyalty in a collectivist
culture is paramount. The society
fosters strong relationships where
everyone takes responsibility for fellow
members of their group.
145. Scandinavian countries: A low
Masculinity (MAS) may be indicative of a
low level of differentiation and
discrimination between genders. In this
culture, females are treated more
equally to males in all aspects of society.
This low Masculinity ranking may also be
displayed as a more openly nurturing
society.
146. A high score (MAS) indicates that the
society will be driven by
competition, achievement and
success, with success being defined by the
winner / best in field – a value system that
starts in school and continues throughout
organisational behaviour.
Masculine society: Performance is highly
valued and early required as the school
system separates children into different
types of schools at the age of ten. People
rather “live in order to work” and draw a
lot of self-esteem from their tasks.
Managers are expected to be decisive and
assertive. Status is often shown, especially
by cars, watches and technical devices
147. Mexico's highest Hofstede Dimension
is Uncertainty Avoidance (UAI)
(82), indicating the society’s low level
of tolerance for uncertainty. Strict
rules, laws, policies, and regulations
are adopted and implemented. The
ultimate goal is to control everything
in order to eliminate or avoid the
unexpected. As a result, the society
does not readily accept change and is
very risk adverse.
Singapore scores 8 on this dimension.
Why?
149. Low ranking UM = upper-middle income and HI = high income
Is low LTO an obstacle for innovation?
“The long-term orientation dimension can be interpreted as dealing with
society’s search for virtue. Societies with a short-term orientation generally have
a strong concern with establishing the absolute Truth. They are normative in
their thinking. They exhibit great respect for traditions, a relatively small
propensity to save for the future, and a focus on achieving quick results. In
societies with a long-term orientation, people believe that truth depends very
much on situation, context and time. They show an ability to adapt traditions to
changed conditions, a strong propensity to save and invest, thriftiness, and
perseverance in achieving results.”
151. Characteristics Tips
High PDI
•Centralized companies.
•Strong hierarchies.
•Large gaps in
compensation, authority,
and respect.
•Acknowledge a leader's
power.
•Be aware that you may
need to go to the top for
answers
Low PDI
•Flatter organizations.
•Supervisors and
employees are considered
almost as equals.
•Use teamwork
•Involve as many people
as possible in decision
making
http://www.mindtools.com/pages/article/newLDR_66.htm
152. Characteristics Tips
High IDV
•High valuation on people's time
and their need for freedom.
•An enjoyment of challenges, and
an expectation of rewards for
hard work.
•Respect for privacy.
•Acknowledge accomplishments.
•Don't ask for too much personal
information.
•Encourage debate and
expression of own ideas.
Low IDV
•Emphasis on building skills and
becoming masters of something.
•Work for intrinsic rewards.
•Harmony more important than
honesty.
•Show respect for age and
wisdom.
•Suppress feelings and emotions
to work in harmony.
•Respect traditions and introduce
change slowly.
http://www.mindtools.com/pages/article/newLDR_66.htm
153. Characteristics Tips
High MAS
•Men are masculine and women
are feminine.
•There is a well defined distinction
between men's work and
women's work.
•Be aware that people may expect
male and female roles to be
distinct.
•Advise men to avoid discussing
emotions or making emotionally-
based decisions or arguments.
Low MAS
•A woman can do anything a man
can do.
•Powerful and successful women
are admired and respected.
•Avoid an "old boys' club"
mentality.
•Ensure job design and practices
are not discriminatory to either
gender.
•Treat men and women equally.
http://www.mindtools.com/pages/article/newLDR_66.htm
154. Characteristics Tips
High UAI
•Very formal business conduct
with lots of rules and policies.
•Need and expect structure.
•Sense of nervousness spurns
high levels of emotion and
expression.
•Differences are avoided.
•Be clear and concise about your
expectations and parameters.
•Plan and prepare, communicate
often and early, provide detailed
plans and focus on the tactical
aspects of a job or project.
•Express your emotions through
hands gestures and raised voices.
Low UAI
•Informal business attitude.
•More concern with long term
strategy than what is happening
on a daily basis.
•Accepting of change and risk.
•Do not impose rules or structure
unnecessarily.
•Minimize your emotional
response by being calm and
contemplating situations before
speaking.
•Express curiosity when you
discover differences.
http://www.mindtools.com/pages/article/newLDR_66.htm
155. Characteristics Tips
High LTO
•Family is the basis of society.
•Parents and men have more
authority than young people and
women.
•Strong work ethic.
•High value placed on education
and training.
•Show respect for traditions.
•Do not display extravagance or
act frivolously.
•Reward perseverance, loyalty,
and commitment.
•Avoid doing anything that would
cause another to "lose face".
Low LTO
•Promotion of equality.
•High creativity, individualism.
•Treat others as you would like to
be treated.
•Self-actualization is sought.
•Expect to live by the same
standards and rules you create.
•Be respectful of others.
•Do not hesitate to introduce
necessary changes.
http://www.mindtools.com/pages/article/newLDR_66.htm
