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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