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Creativity and Design
Day 1: Basics of product design
Day 1: 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
Basics of product design
Objectives: 1. to (re)define what is design and its value for businesses2. to identify the key elements of the design process3. to evaluate approaches to initiate and carry design4. to put into practice basic elements of design5. to distinguish the basics of product design in Asia
Word Association: Creativity
What 3 words come instantly in your mind?
Creativity
Write each word on a separate sticky note and paste it in alphabetical order on the board.
http://www.wordassociation.org/words/creativity http://www.snappywords.com/?lookup=creativity
Word Association: Design
What 3 words come instantly in your mind?
Design
Write each word on a separate sticky note and paste it in alphabetical order on the board.
http://www.wordassociation.org/words/design http://www.snappywords.com/?lookup=creativity
Demystifying CreativityTop results of “creativity” with Google Images (March 2014)
Comprehending DesignTop results of “design” with Google Images (March 2014)
Not “Design Thinking”!
Introductions and expectations
-Break-
Bruce Archer (1960s)
“The practice of design is a very
complicated business, involving
contrasting skills and a wide field
of disciplines. It has always
required an odd kind of hybrid
to carry it successfully”
Engineer, Professor of Design Research atthe Royal College of Art
Bruce Nussbaum (2010s)
“Design Thinking is beginning to
ossify and actually do harm, in order
to appeal to the business culture of
process, it was denuded of the
mess, the conflict, failure,
emotions, and looping circularity
that is part and parcel of the creative
process”
Economist, Professor of Innovation and Design at Parsons The New School for Design
What is Design?
ICSID: http://www.youtube.com/watch?v=d3hJcnWKezk
Dyson Foundation: http://www.youtube.com/watch?v=SD6d8Em8q5A
Roger Martin: https://www.youtube.com/watch?v=rLjj1MWX0bY
Where
http://rfa.itwin.com
http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/
(Sometimes “Big D” design is easy to distinguish)
http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/http://www.trendhunter.com/trends/vilnvixn-intelligent-accessories
(But very often “Big D” design is not so easy to define)
http://inspirationfeed.com/inspiration/55-creative-examples-of-usb-designs/http://www.trendhunter.com/trends/vilnvixn-intelligent-accessories
A key element of “Big D” design is a combination of creative technology and feasibility
1994 by Don Chadwick and Bill Stumpf for Herman Miller
Joshua Silver: Adjustable liquid-filled eyeglasses
A great building must begin with the unmeasurable, must go through measurable means when it is being designed and in the
end must be unmeasurable
Louis Kahn, architect (1901-1974)
Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works.
Steven P. Jobs, entrepreneur (1955-2011)
Recognizing the need is the primary condition for design. Charles O. Eames, designer (1907-1978)
What is design? It's where you stand with a foot in two worlds - the world of technology and the world of people and human purposes -
and you try to bring the two together.
Mitchell Kapor, entrepreneur (1950-)
To invent, you need a good imagination and a pile of junk.
Thomas A. Edison, inventor (1847-1931)
A designer is an emerging synthesis of artist, inventor, mechanic, objective economist and evolutionary strategist.
Richard Buckminster Fuller, architect, designer and inventor (1895-1983)
Engineering, medicine, business, architecture and painting are concerned not with the necessary but with the contingent - not with how things are but with how they might be - in short, with design.
Herbert A. Simon, economist, computer scientist (1916-2001)
Form follows function - that has been misunderstood.Form and function should be one, joined in a spiritual union.
Frank Lloyd Wright, architect (1867-1959)
The practice of design is a very complicated business, involving contrasting skills and a wide field of disciplines. It has always required
an odd kind of hybrid to carry it successfully
Bruce Archer, engineer and designer (1922-2005)
Big-D innovation
• Select an example of a recent great design (product, service or system)• Write down its impact(s) in design/technology/business
• Share with two colleagues and identify criteria for Big-D• Present and discuss similarities, generalisations
Steve Jobs: One Person, One Computer (1980)
http://youtu.be/0lvMgMrNDlg?t=2m23s
02:23 – 13:05
“We had absolutely no idea that people would do that…”
“We had some feeling that we were on to something…”
“We are just starting to get the glimmerings of where it’s going to go…”
“Our whole company, our whole philosophical base is founded on one principle…”
“Right now if you buy a computer system and you want to solve one of your problems, we immediately throw a big problem right in the middle of you and
your problem”
http://boscutti.com/2013/02/24/boscuttis-steve-jobs-scene-12/
A
B
C
F K N R
S
http://www.goldcoastmodela.com/Early_Ford.pdfhttp://www.mtfca.com/discus/messages/331880/347933.html?1363551928
http://25.media.tumblr.com/935fa0bd19cd7f4edfcb7528cffd21ad/tumblr_mga6unWcNt1rgmlf9o1_1280.jpg
Ford Model TThe first car to achieve one million, five million, ten million and fifteen million units sold.
Henry Ford: “People seem to think that the big thing is the factory or the store or the financial backing or the
management. The big thing is the product, and any hurry in getting into fabrication before designs are completed is just
so much waste time. I spent twelve years before I had a Model T that suited me.
I designed eight models in all before "Model T." They were: "Model A," "Model B," "Model C," "Model F," "Model N,"
"Model R," "Model S," and "Model K."”
http://www.gutenberg.org/cache/epub/7213/pg7213.html
61:30 video: http://blog.intelligent.ly/2013/02/seth-godin-video/
“See-Monkey Marketing is over. Product Design and Marketing are the same thing, and any organisation that is splitting them apart is making a huge mistake”
sethgodin.typepad.com
-Break-
“The results have proven those who criticised Singapore's education system for encouraging rote learning at the expense of creative skills wrong, said education expert Andreas Schleicher at an event to release the rankings.”
534M
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Strategic Impacts of Design in Businesses
e Helsinki School of Economics, the University of Art and Design Helsinki and the Helsinki University of Technologyhttp://www.muova.fi/documents/key20130416170946/Raportit%20ja%20julkaisut/MUSA_loppuraportti_2005.pdf
Strategic Impacts of Design in Businesses
e Helsinki School of Economics, the University of Art and Design Helsinki and the Helsinki University of Technologyhttp://www.muova.fi/documents/key20130416170946/Raportit%20ja%20julkaisut/MUSA_loppuraportti_2005.pdf
“the longer the product lifecycle, the more probable design usage becomes in the companies”
Design National Policies• Finland• United Kingdom• Denmark• United States
• India• Korea• Singapore• Japan
A Comparative Analysis of Strategies for Design Promotion in Different National Contexts within the Discipline of Design by Gisele Raulik-Murphy (PhD Dissertation 2010)
Design Strategy is using the design process to understand an organisation’s consumers to discover short-term and long-term business
opportunities.http://gsadesignglossary.com/design-strategy.html
Strategic Impacts of Design in Businesses
e Helsinki School of Economics, the University of Art and Design Helsinki and the Helsinki University of Technologyhttp://www.muova.fi/documents/key20130416170946/Raportit%20ja%20julkaisut/MUSA_loppuraportti_2005.pdf
“The most important drivers for design usage are the maturity and velocity of the industry, customer type, and the size of the company.
The less usual design usage is in the industry, the more beneficial it is”
http://www.dubberly.com/wp-content/uploads/2012/11/Dubberly_Jobs-and-Ive.pdf
The
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Business Model Generation: http://www.businessmodelgeneration.com/canvas
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“Over-the-wall” process
“Stage-Gate” process
stage 1 stage 2 stage 3gate 1brief
gate 2concept
gate 3develop
gate 4test
Concurrent process
marketing
evaluatecreate
modify
design engineering
finance
legal sales
quality manufacturing
need for a new product identified
black-box design view
detail design viewproduct development:
prototype
early customers’ assessment
production for release
field performance
overall business perspective
New Product Development: http://www.springer.com/cda/content/document/cda_downloaddocument/9781848002708-c1.pdf?SGWID=0-0-45-559603-p173817911
non-physical (or abstract) conceptualization of the product
with increasing level of detail
physical embodimentof the product
remainder of the product life cycle (production, sale, use)
linking business
objectives to desired product
attributes
links product attributes to
productcharacteristics
linking product
characteristics to lower level
product characteristics
The innovation process by: http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf
Product family design and platform-based product development: a state-of-the-art review. J Intell Manuf (2007) 18:5–29 DOI 10.1007/s10845-007-0003-2
Asimow 1962
http://www.alvarestech.com/temp/PDP2011/emc6605.ogliari.prof.ufsc.br/Restrito/EVBUOMWAM.PDF
“Since Bill Gore founded the company in 1958, Gore has been a team-based, flat lattice organization that fosters personal initiative. There are no traditional organizational charts,
no chains of command, nor predetermined channels of communication.”
Ansoff's product/market growth matrix
Lynn and Akgun 1998/ modified by: http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf
http://www.maelabs.ucsd.edu/mae3/handouts/design-process-Ullman.pdf
von Hippel 1993/ modified by: http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf
Roger Martin: Rotman Business + Design
http://videos.huffingtonpost.com/roger-martin-on-why-corporates-should-ban-the-phrase-prove-it-517389434
www.youtube.com/watch?v=fNgBRcp0u7w (0:0 – 4:56)
The lead user curve (von Hippel, Thomke, and Sonnack 1999) http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf
http://cdn.intechopen.com/pdfs/43555/InTech-Sustainable_product_innovation_the_importance_of_the_front_end_stage_in_the_innovation_process.pdf
http://v2.centralstory.com/about/squiggle/
Murthy, D. P., Rausand, M., & Østerås, T. (2008). Product reliability: specification and performance. Springerverlag.
H Plattner, C Meinel & LJ Leifer (Eds.), Design Thinking: Understand–Improve–Apply. Heidelberg, Germany: Springer.
http://www.designcouncil.org.uk/Documents/Images/Our%20work/Challenges/Health/AandE/Toolkit/DoubleDiamond_580.jpg
http://www.mech.utah.edu/senior_design/07/uploads/Main/Lect12-ConceptSelection.pdf
Funnel –key ideas
1. Temporary choices: Overall process is convergent (hence funnel), but relies heavily on divergent decision-making
2. Successive approximations: Problem-solution coevolve together 3. Ideas are not light bulbs: Eureka! is less having the idea, and more
understanding it4. Clear vision: but remain flexible (pivoting)5. No right/wrong responses, but more/less appropriate6. Abductive reasoning: ban the phrase “prove it!”7. F4: Fail early, fail cheap, fail often, fail different
The div/conv linear model
1exploresolution
space
2narrowdown
options
3revise
solutionspace
1exploresolution
space
2narrowdown
options
3revise
solutionspace
1exploresolution
space
2narrowdown
options
3revise
solutionspace
(unpredictable)
http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
“Our global design network draws upon inspiration from major cities in the US, Europe, Japan, China and India to predict and lead worldwide trends”
http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
http://www.electrolux.com.sg/Innovation/Inside/Meet-the-designers/KIM-LIM/
http://www.kia.com/worldwide/experience-kia/design/
http://www.jamesdysonfoundation.com/design/process.asp
http://www.huffingtonpost.com/darby-roach/behind-the-scenes-at-nike_b_818132.html
http://www.zurb.com/word/design-processhttp://dm9barcelona.wordpress.com/2012/03/15/understanding-zaras-success/
http://www.design.philips.com/sites/philipsdesign/about/design/aboutus/approach/index.page
“Fuzzy Front End” Activity• Make a quick diagram of the New Product Development process in
your company • What has been your role in the ‘Fuzzy Front End’?• Trigger insightful questions throughout the process• Translator between different areas (costumers, technology, design)• Raise awareness of needs and opportunities• Facilitate processes across the team(s)
-Break-
Cooper-Hewitt: Bill Moggridge- What is Design?
http://www.youtube.com/watch?v=cOx_Zx95hxM
The “Wovel”
http://www.nytimes.com/2007/03/21/nyregion/21towns.htmlhttp://www.gizmag.com/go/6490/http://www.wovel.com
“We identify opportunities to make your environment a little more enjoyable. We started with the alarm clock”
http://www.nandahome.com/story/index.php
“TOMS matches shoes purchased with new shoes given to a child in need: One for One”
http://www.toms.com/our-movement/l
Wovel: simplify an arduous taskClocky: more enjoyable daily life
Toms: altruistic sustainable business model
What is the problem?
https://www.mangomoney.com
http://i.imgur.com/8oixIdR.jpg.jpg
Rule # 1: Don’t ask what people wantRule # 2: Don’t (only) ask peopleRule # 3: Don’t (only) listen to people
12/03: "Students have problems finding lecturers"
12/03: “Children not socialising due to technology"
12/03: “Help people interact with their neighbours"
12/03: “Poor teamwork skills due to limited social interaction”
Has your initial definition or general view of design changed in this first day of the course? How so?
Everyday creative ideas
“… you have to begin designing without all the information that you’ll eventually
need”
“artistic skills are not necessary, but a shift in
the way you think about work may be required…”
“… it goes from being a methodology to a mind-set”
“… simply chart the moments and experiences
that comprise an entire day and find design opportunities at every turn”
