Building value through Design?

£1 + ? = £20Raw materials + Design = Product

digilander.libero.itwww.jaguar.com

Design Process

Brief – Establishing Design Parameters Familiarisation - Research Concept generation Concept refinement Realisation – Prototyping Specification Investment in Product

Design Brief

Purpose – why do we want it Function – what does it do Cost / Price Market – who is it for Context – how does it fit in Message – what does it say Value

Exploring what’s possible with ‘Problem-Space’

Objective The Design Brief Research Physical restrictions

Subjective Experience Assumptions

Problem – How to join the dots?

Join the dots using 4 straight lines, without taking your pen off the paper.

Problem – How to get to the Island?

10 m

2* 9.5 m planks

Concept Stage – Exploring what’s possible

Mood boards Mind-maps Sketches Storyboards Problem framing / reframing

All used to describe ‘Problem space’

Mood board

Alex Smith

http://www.openfolio.com

Mind-maps

Mind-maps are typically used to explore the extent of the problem or design brief

http://www.openfolio.com

Exploring what’s possible

Paul Redhead

Sketches

Mark Whitcombe http://www.openfolio.com

Sketches

http://www.openfolio.com

Story boardhttp://www.openfolio.com Paul Bewley

Innovation – How we think about the problem.

‘Iron’

Innovation – How we think about the problem.

Innovation – How we think about the problem.

Case Studies

•Morphy Richards

•Lewmar Marine

•Derwent Extreme

•Nyckel

•Boots

•CMB

•Britax

Morphy Richards

Colour change

Following research into European Café culture Morphy Richards changed product colours to green and gold (colours taken from espresso coffee cup)

Product sales increased by 30%

Morphy Richards 1996

Lewmar Marine Windlass

Tightly defined parameters. Sketch to prototype in 14 days. Competitor copied appearance within 12 months Titanium? – Colour at Miami boat show

www.lewmar.com/

Derwent Extreme CCTV - Uniflood

DSL developed a unique lens and reflector configuration but did not have the in-house capabilities to turn this innovation into a product.

The design kept tooling costs to a minimum whilst providing a functionally effective, high quality lamp enclosure.

The initial key to success for DSL was matching the right level of new product development with the available capital.

DSL - Design Development

•A variety of composite products were developed, expanding the company’s market presence

•Further designs kept pace with the development of the company, reduced assembly costs and developed the quality of the product.

Cramlington Based SME to TSX Listing

Nyckel – Key hanger

Nyckel – Key hanger

Boots – Hair dryer diffuser

The design aimed to volumise the hair by drying it from the roots out.

The diffuser achieved this by directing warm air through tiny tubes to the users scalp.

A competitive product manufactured by Braun looked similar but worked in a different way using a fluted comb to guide warm air into the hair.

The Braun product was registered with the design registry. Boots manufactured the diffuser for 9 months before being

asked by Braun to withdraw the product. Because the designs looked similar and the Braun product

was registered, Boots were forced to withdraw their product from the market.

Even though the two products worked in a different way they were judged to be too similar visually.

Packaging for Baileys

Shape manufactured in sheet metal material

Convex triangular profile creates visual impact without increasing size of package

Britax Cruiser child safety seat

Innovative mechanism Innovative use of materials Dynamic stress caused in crash Soft feel – Quilted cover

Intellectual Property in Designs

Copyright – automatic protection for Artwork Design right - automatic protection for shape &

configuration of original, non-commonplace industrial designs

Designs – Registered protection for features of shape, configuration, pattern or ornament

Patents - Registered protection for innovative mechanism

Trademark - Registered protection for distinguishing mark or shape. (e.g. Coke bottle)

References

http://www.design-council.org.uk http://www.openfolio.com http://www.patent.gov.uk http://www.britax.com/ http://www.extremecctv.com