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A Review of Trends & Paradigm Changes Influencing/Influenced by Design
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A Review of Trends & Paradigm Changes Influencing/Influenced by Design
Özlem Er
Industrial Designers Society of Turkey (ETMK) Head of Istanbul Branch
Michigan- Türkiye Sanayi’de Ar-Ge Forumu 4-6 Haziran 2012 FORUM/ İstanbul
§ Design, stripped to its essence, can be defined as the human capacity to shape and make our environments in ways without precedent in nature, to serve our needs and give meaning to our lives.
(Heskett, 2002)
§ The capacity to shape our world has now reached such a pitch that few aspects of the planet are left in pristine condition, and, on a detailed level, life is entirely conditioned by designed outcomes of one kind or another. (Heskett, 2002)
Design
Design is the very core of innovation, the moment when a new object is imagined, devised and shaped in prototype form. OECD, 1982
Industrial Design
... is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services and their systems in whole life cycles. Therefore, design is the central factor of innovative humanisation of technologies and the crucial factor of cultural and economic exchange.
International Council of Societies of Industrial Design www.icsid.org
Industrial Design
§ An integral part of New Product Development, especially when the concerned product/service requires an interaction with the user.
New Product Development
Design
Marketing Engineering
Today a new product or service, in order to succeed in the market, must be:
• useful • usable • desirable
§ Design is central to all these.
§ There has been an increasing emphasis on the contribution of design to company strategy in the last decade.
§ To secure such a contribution, design needs to be managed strategically at the corporate level.
§ Design is not only concerned with products;
It is also a strategic factor that can be used by organizations/companies to define themselves and shape their business processes.
(e.g. Buchanan, 2002; Martin, 2004; Liedtka, 2004).
§ The evaluation of design as a factor which determines the company strategy and leads innovation and change brings alternative concepts such as strategic design or management led by design.
“In the emerging digital economy, there is a need for new models of what organizations can be, new ideas of how value can be created in business and society, and new images for leadership. We believe that design thinking is central to providing these new models, ideas and images.
http://design.case.edu/2002workshop/
“Business people don't just need to understand designers better: they need to be designers. They need to think and work like designers, have attitudes like designers, and learn to evaluate each other as designers do”.
(Roger Martin, Dean of the University of Toronto’s Rotman School of Management, 2004)
§ A paradigm change from a product-oriented economy to a service-oriented economy
§ The paradigm change is also identified from product-oriented innovation to experience-oriented innovation. (e.g. Pine and Gilmore, 1999; Prahalad and Ramaswamy, 2003)
§ Every aspect of the relationship between the products and the users concerns design.
§ Brand identity, packaging, product and all other aspects influencing the user’s perception and usage processes should be in harmony to create a whole experience.
Business Expectations
User Expectations
Profit/Return on Investment
Fulfillment of Expectations (experience)
VALUE
Company
User
§ Design is now about "how people relate to other people and the products that mediate that relationship".
Products embedded with services Products as carriers of brand values
Social Responsibility, sustainability on the agenda
Clever Little Bag for Puma by Yves Behar
Social Responsibility, sustainability on the agenda
Different companies, different approaches to Corporate Social Responsibility
Marks&Spencer, Plan A
Nike, Unilever, Starbucks
Design for Social Innovation and Sustainability
Made in Şişhane: Bringing designers together with local manufacturing units to come up with new lighting designs with increased design and marketing value.
Design role: Upgrading the added value of products to maintain the long-term survival of Şişhane lighting manufacturers network (www.madeinsishane.blogspot.com)
§ Managers, facing fierce global competition, look to design for the kind of innovation that generates organic growth, new revenues, and wider profit margins.
§ Design is fast becoming a must-have competency for corporations.... design methods get managers close to their customers, design research helps top executives visualize the future, and design strategies help companies innovate.
Bruce Nussbaum, Businessweek, 2005
