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“Timeless Design” A Competitive Advantage & Business Strategy Gabriel N. Almanzar | M.Sc Design Management |March 2013
| Date post: | 20-Sep-2014 |
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“Timeless Design” A Competitive Advantage
& Business Strategy
Gabriel N. Almanzar | M.Sc Design Management |March 2013
Problem Statement
How can design help change an economic model, create environmental friendly and profitable solutions, all at the same time?
“Stopping the Throw Away Mentality”
The idea of “consuming” and consumer behavior, needs to be changed in order to save us from our own waste.
Change from “Consumers” to “Users”
How To Do It?
Timeless Design
Products that Connect and create Lasting Relationships with Users.
It is a different approach to the conventional economic models, where users are not addressed, and instead just make part of the cycle in the bigger picture.
Where’s the Idea Coming From?
“Circular Economy 2.0”
Relevant terms•Economic, profit and experience maximization•Emotional Design•Timeless Design•Empathy•Connection•Change in behavior•Change from consumer to user
Experts’ Opinion
D.Norman&
J. Chapman
D.Rams&
M.Vignelli
T.Cooper+C.VanHemel+
M.CharterU.Tischner
Psychological & Emotional
Considerations
Design Philosophy
Considerations
Technical Design Considerations
Designing for reliability & robustness
Designing for repair & maintenance
Design for upgradability
Designing for product attachment Designing for
variability
Timeless design
Variability, multifunctionality
Long life guarantee
Re-use and Shared use
Nurture experiences
Expand product life through attachment
Understand human unpredictability
Design user-object interdependency
Design proper input vs. output relations
Design product personality
Design to engage the “three levels”
Focus on “reflective” and “behavioral” design
Design for the “needs” and not the “wants”
Get away from trends
Discipline your self to follow a design
philosophy
Don’t design for superficial needs
Design for “active convenience”
Make it easy to use
Awake curiosity and imagination
W.Stahel&
W.McDonough/M. Braungart
Economic &Environmental Considerations
Waste=Food
Conscious Material and production process selection &
optimization
Maximize product
enjoyment!
Design awareness of delicacy, complexity and
interconnectedness of nature
Design for human &
ecological health
Up-cycle
Think past, present & future of
materials and products
Design to recycle your own products
Design for eco-effectiveness
Design for long term use
Make it easy to repairDesign to help people,
not to incapacitate them
Understand users’ complexity
My Initial Framework
The Cases
Time in the industry
Innovative concepts
High quality materials
User experience centered
Durable
Simple
Attention to detail
Intuitive
High production standards
Environmental Commitment
Upgradable
Recyclable
Repairable
What Companies Offer
Brand Values: Quality, Imagination, Creativity, Fun,
Learning, Caring.
Aim: “To inspire and develop the builders of tomorrow”
Brand Values: Functionality, Innovation, and Quality
Aim: “To provide our fellow human beings all over the world with
practical, functional, reasonably priced and top quality products”.
Brand Values: Empathy, Originality, Integrity and Courage
Aim : “To inspire people from all walks of the life with a pioneering
spirit”
What Users Think
LEGO
LEVI’S 501’s
VICTORINOX SWISS ARMY KNIFE
How Long Have Users Kept Them?
Why Users Kept Them
Useful
Durable
Has lasted long in good condition
Great qualityStill works
HeirloomReliable
Beautiful
Comfortable
Durable
Quality
Made well
Well designed
Durable
Great quality
Memories
To pass it on
Collectible
Infinite config.Still wearable
How Users Perceive Them
Useful
Durable
Practical
Quality
Innovation Reliable
Multifunctional
Comfortable
Durable
Quality
Classic
Building
Memories
Simplicity
Imagination
Design
Play
Engineering Old school
Famous
Design Icon
History
Memories
Tradition
Users’ Product Perception vs.
Product Promise
Quality/Durability Functionality Experience + +
GreaterEmotional
Connection
Design View/Philosoph
y+
The Framework
Experience Design
User NeedsDesign
Philosophy Design
Quality Design
(Tangible &Intangible)
MetadesignImprove existent solutions
Imagine particular situations
Look for alternatives
Define Understand
Verify
Empathy
True
Ambitious
Exceed Clear Not Consumers
Passion
Illusion
That share your Philosophy
Individual
Collective
Experts Fans
Potential users
Ethics
Values
Responsibilities
GoalsBeliefs
Promise
Approach
Commitment Constant
Straight forwardSincere Clear Non-negotiable
Identity Personality
Objectives
Communicate
Top Management Design teamAcademy
Design Researchers
Life cycle Post-Purchase Service
UpcyclePackaging
ColorTexture
MaterialProduction Process
TemperaturePerceivable
Performance
Communicate TransmitDurable Reusable
Guarantee
Reincorporate
Attachment History Craftsmanship
Deliver
Industry
Government Local policies
Global policies
Scientists Engineers
Environmentalists
CommunityShare Handy
Use
Repair
Instructions
Expertise
Control
Repair
Package
Bundle
interfaceEngagement
Moment of Truth
innovate
extend
Specific moments Adapt
Re-invent
Stimulate
Ageing with grace
Useful
“Good” EnvyMoments of reflection
Curiosity Psychologists
Behaviorists
Sociologists Anthropologists
The Strategies…some of them
“Commit to innovate the users’ experience.”
Philosophy Design
Philosophy Design Strategies
Experience Design
User NeedsDesign
Quality Design
(Tangible &Intangible)
“State the product’s promise clearly and make sure to deliver
it”.
Quality Design Strategies
Philosophy Design
Quality Design
(Tangible &Intangible)
“Use production processes and
materials that allow products to be
easily repaired.”
“Get involved with Responsible
Craftsmanship.”
Experience Design
User NeedsDesign
User Needs Design Strategies
Experience Design
User NeedsDesign
Philosophy Design
Quality Design
(Tangible &Intangible)
“Design durability only when needed”.
“Ageing with grace” as complementary
design goal”.
Experience Design Strategies
Experience Design
User NeedsDesign
Philosophy Design
Quality Design
(Tangible &Intangible)
“Design to create behavior
adjustments”.
“Re-invent the passion”.
Companies’ Feedback
Branding and Design Consultancy
Academy- Design ConsultancyKing Mongkut’s Learning Square
(KLS)
Plastic Products design and
manufacturing company
Commitment from big corporations
Implement at the beginning of the chain
Some are hard to apply
Big designer supporting them
Agree on a change in the business models
Apply at academic level
Function as corner stone
They should be implemented together
Staying true to values=stronger brand
Start educating users locally
Design for basic needs, makes products last longer
Quality products with cheap materials?
Develop better materials
Go back to mechanical simplicity
Application depends on right conditions/think
tanks
Appropriate R&D periods
Government support
Further Studies
Academic Pilot Project
Experience Design
Needs of the User
Design Philosophy
Semester I
Semester II
Quality Requirements(Tangible/Intangible)
ProductPresentation
Company Pilot Project
Experience Design
User Needs
Design PhilosophyDevelopment Stage I
Development Stage II
Quality Design(Tangible/Intangible)
ProductEvaluation
Productdevelopment
