PRODUCT DEVELOPMENT

INDUSTRIAL DESIGN

10. LessonRünno Lumiste

RAZR success factors***• Small size and weight• Performance features• Superior ergonomics• Durability• Materials• Appearance

*** Model and company success is mater of discussion.

RAZR

• Development team had electrical mechanical materials, software and manufacturing engineers.

• Industrial designers

• Technology as argument for sales.

Industrial Design

• Way to differentiate• Initially was born in Europe (according to

Ulrich and Eppinger) in the early 1900-s.• AEG• Bauhaus

• European school - from inside out• American school – from outside to inside

AEGhttp://en.wikipedia.org/wiki/Magnetophon

http://en.wikipedia.org/wiki/File:Berlin_AEG_Turbinenfabrik_Front.jpg

American schoolhttp://en.wikipedia.org/wiki/Model_302_telephonehttp://en.wikipedia.org/wiki/File:NYC_Hudson2.jpg

http://en.wikipedia.org/wiki/File:Westclox_Big_Ben.jpghttp://de.wikipedia.org/wiki/Eliot_Noyes

• Henry Dreyfus

• Eliot Noyes

Critical goals for design (1967) by Dreyfus

• Utility• Appearance• Ease of maintenance• Low cost• Communication

Need for Industrial Design

• In-house design and contracted design• Range of design investments is tremendous

Expenditures for Industrial Design

• How Important is Industrial Design to a Product?

• Ergonomics Needs – interaction with human

Ergonomic Needs

• How important is ease of use• How important is ease to maintenance• How many user interactions are required for

the product functions?• How novel are the user interaction needs?• What are the safety issues?

Aesthetic Needs

• Is visual product differentiation required?• How important are pride of ownership, image

and fashion?• Will an aesthetic product motivate the team?

RAZR 3Ergonomics

Ease of useEase of maintenanceQuantity of user interactionsNovelty of user interactionsSafety

AestheticsProduct differentiationPride of ownership, fashion, or imageTeam motivation

ImportanceHighLow

The Impact of Industrial Design

• Is Industrial Design Worth the Investment?

• Direct Cost• Manufacturing Cost• Time Cost – spending time to different models

How does Industrial Design Establish a Corporate Identity?

• Visual style of organization

• Visual equity• Product colour• Form• Style• Features• EXAMPLES : Apple, Rolex, Braun, Bang and Olufsen,

BMW

The Industrial Design Process

1. Investigation of Customer Needs2. Conceptualization3. Preliminary Refinement4. Further Refinement and Final Concept

Selection5. Control Drawings or Models6. Coordination with Engineering,

Manufacturing, and External Vendors

The ID process

1. Investigation of customer needs2. Conceptualization3. Preliminary refinement (soft models)

The ID process 2

4. Further refinement and final concept selection (rendering, hard models)

5. Control drawings and models (control models)6. Coordination with engineering, manufacturing

and vendors

Management of Industrial Design Process

• Technology Driven Products• User-driven Products

http://upload.wikimedia.org/wikipedia/en/4/4b/Desk_chair.jpghttp://en.wikipedia.org/wiki/File:Krups_Vivo_F880_home_espresso_maker.jpg

http://en.wikipedia.org/wiki/File:Timex_T5E901_Ironman_Triathlon_30_Lap_FLIX.jpg http://en.wikipedia.org/wiki/File:Eos_300d_v_sst.jpg

http://en.wikipedia.org/wiki/File:Docomo_D506i_open.JPG http://en.wikipedia.org/wiki/File:Buick_Velite.jpg

http://en.wikipedia.org/wiki/File:IBM_Thinkpad_R51.jpghttp://en.wikipedia.org/wiki/File:Computer-aj_aj_ashton_01.svg

Technology- drivenProducts

User- drivenProducts

Super Computer

Hard Disk Drive

The Impact of Computer-Based Tools on the ID Process

• Development of CAD

Timing of Industria Design Involvement

Development activity

Identification of customer needs

Concept Generation

Technology Driven• ID has typically no

involvement

User- Driven• Close work with marketing.

Participation in focus groups and interviews.

Assessing the Quality of Industrial Design

1. Quality of User Interface

2. Emotional Appeal

3. Ability to Maintain and Repair the Product

4. Appropriate Use of Resources

5. Product Differentiation

Summary

• Primary goal is to design the aspects of interaction: esthetics and ergonomics

• More product is seen more depends on ID• For user interction related products ID should

be involved in all development process• For technology oriented products ID is used in

final stages

How to introduce new designs(presentation of Mr. Giovannni Benedetti) • Experimenting with product colour. Without

additional tooling we can create new products.• Bringing different sizes of items. Basic + small

bag, big bag, extra big, extra small, gift item with logo etc... Material side, production and certain technologies remain same.

• Slightly changed functionality of items.

• EXTENSION OF PRODUCT LINES

http://www.wallacecameron.com/

• Small companies must also have product line and not to rely on single product

• Easiest way to have product portfolio is to experiment with colour and other parameters not requiring big investments.

Different sizes of medical bags

Soft bag

Manchester United souvenir bag

• http://www.amazon.com/Designing-Century-Specials-Charlotte-Fiell/dp/3822858838

• http://www.design21.dundee.ac.uk/Initiative/Initiative_Overview.htm

• www.idsa.org

• http://www.danish-furniture.com/designers/arne-jacobsen/#arne-jacobsen-drawers

• http://www.colani.org/luigi_colani_Product_design_museum/Introduction.html

Functionalism

• http://gizmodo.com/343641/1960s-braun-products-hold-the-secrets-to-apples-future

Dieter Rams’ ten principles to “good design”

• Good design is innovative • Good design makes a product useful • Good design is aesthetic • Good design helps us to understand a product • Good design is unobtrusive • Good design is honest • Good design is durable • Good design is consequent to the last detail • Good design is concerned with the environment • Good design is as little design as possible

http://www.idsa.org/