principles of designing “imagination is more important than knowledge. knowledge is limited....

Principles of Designing

“Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.”

Einstein

Maslow’s Needs

• Every successful product solves a need

• Maslow defined a hierarchy of needs

• You MUST innovate you products to solve a perceived need

• Otherwise what is the point?

Maslow’s Needs

• Health FOOD sleep• A basic fundamental

need• The others will not

even become a need unless you have the basics

Maslow’s Needs

• Shelter• Safety• A basic need once

you are fed• You need to feel safe• Such products as:

alarms, clothes, buildings, locks and so on

Maslow’s Needs

• Belonging needs• introduce our tribal

nature. If we are helpful and kind to others they will want us as friends.

• Products that maintain this: mobile phones, fashion, music

Maslow’s Needs

• Esteem needs are for a higher position within a group. If people respect us, we have greater power.

• A demonstration of how clever we are, what we own

Maslow’s Needs

• Self actualisation needs are to 'become what we are capable of becoming', which would our greatest achievement.

• Creative, thoughtful, expressive, valued

Maslow’s Needs

• A product you design will satisfy a need within this hierarchy

• Two further needs– To understand– To appreciate beauty

Research Strategies

• Product Analysis

• Reverse Engineering

• Market research

• Primary and secondary research materials

• Problem abstraction

• Mood/Lifestyle Boards

Research Strategies

• Product Analysis• Break down• ACCESS FM• Disassemble• Evaluate• Study• Learn• Ultimately improve

Research Strategies

• Reverse Engineer• Copy• Find out how it works• Working backwards

Research Strategies

• Market research– Brand equity research -

how favorably do consumers view the brand?

– Concept testing - to test the acceptance of a concept by target consumers

– Customer satisfaction studies - exit interviews or surveys that determine a customer's level of satisfaction with the quality of the transaction

Research Strategies

• Market research– Demand estimation - to

determine the approximate level of demand for the product

– Distribution channel audits - to assess distributors’ and retailers’ attitudes toward a product, brand, or company

– Positioning research - how does the target market see the brand relative to competitors? - what does the brand stand for?

Research Strategies

• Market research– Price elasticity testing -

to determine how sensitive customers are to price changes

– Segmentation research - to determine the demographic, psychographic, and behavioural characteristics of potential buyers

– Online panel - a group of individual who accepted to respond to marketing research online

Research Strategies

• Market research– Store audit - to

measure the sales of a product or product line at a statistically selected store sample in order to determine market share, or to determine whether a retail store provides adequate service

Problem Solving Strategies

• Analogy

• Collective notebook

• Morphology

• Six thinking hats

• Lateral Thinking

• Mood/lifestyle boards


• Mood boards• Visual design• Shape, form and

aesthetic• Creates a mood for

design


• Life style – the clients life style• The clients everyday products• Inspirational


• Lateral Thinking• Outside the box • Consider the daft• Suspend criticism

• Draw 4 straight lines through each dot without taking your pen off the paper


• Lateral Thinking• Means

Every Ideas

Your Ideas

Silly Ideas

Ideas

Any

Ideas My

granny’s

Ideas

New idea


• Six thinking hats• Think about the

problem with a different hat on

• Generates new ideas• All go into the funnel

New idea


• Morphology• ACCESS FM• Morph the problem

into 7 categories• A TABLE!

New idea

Environment

Clients

Aesthetics

Problem


• Collective notebook• All write or draw ideas• Pass the book around• Everyone has a go• Sketch anything• Brainstorming• Reserve judgement

New idea


• Analogy

• Take another product and use it to influence the design of your product

• Dyson used system designed to move pellets of plastic around

• Aircraft carrier uses the reverse of a ski jump

Principles of designing

• Problem• Research• Ideas• Make• Evaluate

• PRIME

Principles of designing

• Problem• Research• Ideas• Make• Evaluate

• Innovation Spiral

Principles of your designing• WJEC marking criteria

– Designing– (a) Analyse and research design situations 10– (b) Develop a specification 10– (c) Generating and developing ideas and proposals 17– (d) Detail designing 14– (e) Evaluating and decision making 12– (f) Communication / Key skills 12– Making– (g) Planning for making 10– (h) Selection and use of materials and equipment 10– (i) Use of materials and processes 15– (j) Accuracy in the implementation of the design solution 15– (k) Finish of the design solution 10– (l) Function of the design solution 15– TOTAL 150

Principles of your designing

Innovation

What is INNOVATION

• the act of introducing something new: something newly introduced (The American Heritage Dictionary).

• the introduction of something new. (Merriam-Webster Online)

• a new idea, method or device. (Merriam-Webster Online)

• the successful exploitation of new ideas (Department of Trade and Industry, UK).

• change that creates a new dimension of performance Peter Drucker (Hesselbein, 2002)

What is INNOVATION

Something NEW

Engineers INNOVATE

• Engineering is about innovating

• Engineers come up with new ideas all the time

• “Necessity is the mother of invention”

• CAN YOU INNOVATE?

Engineers INNOVATE

• An important distinction is normally made between invention and innovation.

• Invention is the first occurrence of an idea for a new product or process, while

• innovation is the first attempt to carry it out into practice

• (Fagerberg, 2004: 4)

Engineers INNOVATE

• Product innovation – involves the introduction of a new good or

service that is new or substantially improved. This might include improvements in functional characteristics, technical abilities, ease of use, or any other dimension.

Engineers INNOVATE

• Key concepts in innovation

– Invention– Design– Product champion– Entrepreneur– Innovation

• Key concepts in innovation

– Radical innovation– Incremental innovation– Dominant design– Process innovation– Diffusion

Key Concepts

• Invention– A novel idea that has been transformed into

reality given physical form such as a description, sketch model, conveying the essential principles of the product, process or system

• Design– Specific plans, drawings and instructions to

enable the manufacture of the products, processes or systems

Key Concepts

• Product Champion– An individual or group committed to the development

of a certain product or process, prepared to champion it against all others [Dyson and Bayliss]

• Entrepreneur– An individual or group committed to the development

of a certain product or process, and prepared to provide or persuade others to provide the financial backing to turn the invention into an innovation

Key Concepts

• Innovation– A novel product, process or system at the

point of first commercial introduction or use.

• Radical Innovation– A major new step in the development of

technology

• Incremental Development– Technical modifications or improvements to

an existing product, process or system

Key Concepts

• Dominant design– Which is the design that contains those implicit

features which are recognised as essential by a majority of manufacturers and purchasers

• Process Innovation– That is an improvement in the organisation of

manufacture

• Diffusion– Which is the process of adoption of an innovation into

increasingly widespread use in the market.

Six key components

• What do you think it takes to turn an invention into an innovation?

• NEED or DEMAND• IDEA• TECHNOLOGY• MONEY or RESOURCES• DETERMINATION• SOCIO-ECONOMIC CONTEXT

“Why should companies be ledby accountants, lawyers and

salesmen?

Empowering engineers means that

Team leaders provide inspiration,not just balance sheets.”

James Dyson

INNOVATE

Innovative products and materials

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