Ch11-Industrial Design

Chapter Table of Contents:
1. Introduction
2. Development Processes and Organizations
3. Opportunity Identification
4. Product Planning
5. Identifying Customer Needs
6. Product Specifications
7. Concept Generation
8. Concept Selection
9. Concept Testing
10. Product Architecture
11.Industrial Design
12. Design for Environment
13. Design for Manufacturing
14. Prototyping
15. Robust Design
16. Patents and Intellectual Property
17. Product Development Economics
18. Managing Projects
Bookworm by KARTELL
Anna G
corckscrew
by Alessi
citrus squeezer by stefano
Giovannoni
The Changed Role of sign
• design has expanded (Nussbaum,2009)
materiality  design of social systems
 transformation of business
• design thinking-based innovation
a strategic weapon of management to compete
in today and future competition

DESIGN THINKING & INNOVATION
EXPERIENCE Innovation
EMOTIONAL Innovation
• BRAND
• RELATIONSHIP Business PROCESS Innovation
• MARKETING
(Viability)
Design-
Thinking People Technology
(Desirability) (Feasibility)
FUNCTIONAL Innovation
DESIGN THINKING
it seeks to find meaning
Conscious
Say, Think Explicit
Un-conscious
Do, Use Observable
Know, Feel + Dream Tacit and Latent

People don’t buy products, they buy meanings
Every product has a meaning
Roberto Verganti, Design-Driven Innovation
Are meanings a given, or a subject for

innovation?
Product language
Product language
• Sign or indication functions
– directly related to the product and enable the nature of a product or the
product category to be identified.
– conciliate technique and human beings, they visualise and explain the
various practical functions of a product and how it should be used.
– they play an important role concerning recognition, usability and self-
explanation of products.
– Insufficient indication functions often cause the user not able to operate
a product properly.
• symbols
– associated with objects in the imagination of the recipient or user
– refer to conceptions and associations that come to a person’s mind
while contemplating an object: for example, societal, socio-cultural,
historical, technological, economical and ecological aspects.
– Since symbols are based on cultural and social conventions and
traditions, knowledge of cultural norms and context is crucial for
understanding the message and meaning of a product in the way it was
intended (Steffen, 2007).
Sample of Design-driven
Innovation (a.k.a Meaning
Innovation)
The Result ?
I have kept attention to Singgih S. Kartono and his
works for past ten years with full of respect. His spirit
and the quality of his design works are truly
remarkable.
Fumikazu Masuda,
Professor, Tokyo Zokei University, Design for
Sustainability

Creativity Design Innovation
‘Creativity’ is the generation of new ideas
either new ways of looking at existing problems, or of seeing new
opportunities, perhaps by exploiting emerging technologies or
changes in markets.
‘Innovation’ is the successful exploitation of new ideas.
new products, new services, new ways of running the business or
even new ways of doing business.
‘Design’ is what links creativity and innovation.
It shapes ideas to become practical and attractive propositions for
users or customers. Design may be described as creativity deployed
to a specific end.
Source: The Cox Review of Creativity in Business, 2005

Chapter Overview
What is Industrial Design ?
1
The Industrial Designers Society of America, USA
Industrial Design is the professional service
of creating and developing concepts and
specifications that optimize the function,
value, and appearance of products and
systems for the mutual benefit of
both user and manufacturer
1
Applied Science + Applied Art
1
5 Goals of ID when Developing New Product
Assessing Needs of Industrial Design
2 Expenditure for Industrial Design
2 Importance of ID to a Product
Ergonomic Needs
Aesthetic Needs
Importance of ID can be assessed by
a series of questions for each needs
2 ERGONOMIC Needs
2 AESHTETIC Needs
2 1/1/1996- Assessment of MOTOROLA StarTAC
Impact of Industrial Design
3 Investment Cost
Impact of Industrial Design
3 Corporate Indentity
Industrial Design Process
4
Concept Sketches
Concept Sketches and Rendering
Soft and Hard Models
Control Models
CAD Models
Industrial Design
Chapter Example:
Motorola RAZR
Motorola “Flip Phones”
MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)

Management of ID Process
5 Technology Driven vs User Driven Products
Mobile Phone
Camera
Super Computer Laptop Computer Coffee Maker
Desktop Computer Wrist Watch
Hard Disk Drive Automobile Office Chair
Technology-Driven User-Driven
Products Products
Assessing the Quality of ID
6 5 Categories for Evaluating an ID
Assessing the Quality of ID
6 5 Categories for Evaluating an ID

Ch11-Industrial Design

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Chapter Table of Contents:

• design thinking-based innovation

a strategic weapon of management to compete

in today and future competition

it seeks to find meaning

Know, Feel + Dream Tacit and Latent

Roberto Verganti, Design-Driven Innovation

Are meanings a given, or a subject for

Source: The Cox Review of Creativity in Business, 2005

MicroTAC (1989) StarTAC (1993) V60 (2001) RAZR (2004)

Super Computer Laptop Computer Coffee Maker

Desktop Computer Wrist Watch

Hard Disk Drive Automobile Office Chair

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