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More Than a Cool Chair


Common Idea A product design - its looks and feel. Designers create new things Actually More than a product design. Design firms invent new business organizations, concepts and strategies by engaging in various innovative activities.



Characteristics of great designs

Simple and complete Involve users at an emotional level Contain a reassuring ability while eliciting surprise. Appear timeless an innovative at the same time

Traditionally, design is a plan to accomplish a particular purpose. But today, design processes are adaptable to a variety of products and contexts. According to the International Council of Societies of Industrial Design:
Design is a creative activity whose aim is to establish multi-faceted qualities of objects , processes, services and their systems in whole life cycles.

Who can be a designer?

Design field consists of 750 subfields each with distinctive communities.
Design has never cohered into a unified profession. No license or separate qualification required. Any one can claim to the words design and designer. Therefore people with different backgrounds have proliferated new design practices in skills , ideas and tools explosively.

A Few Statistics:
Revenues (UK) In Denmark, 86% of the design consultancies were oneperson businesses as in 2005. Only 1.1 % had more than 10 employees. In UK, 77% of firms have an annual revenue of less than 100,000 GBP. Worldwide, design industry revenues approaching $400 billion. Design related business11.6 billion GBP.

Design Firms- 5.1 billion GBP

Individual Designers- 2 billion GBP.

Growing interest in Design

FACTORS According to a survey, companies that adopt a comprehensive approach to design make more money and generate more exports. Movement of non-creative work to countries with low labour costs. Govt. also indulges in design promotion. E.g. Finland spent 30 million Euros on design development program. Designers can add value and create new markets. FINLAND

Program created a Design Research Centre. 14 universities and research institutions, 60 companies and 100 research scholors participated. Includes 75 research projects with a goal to make Finland the worlds leader in design usage.

Design activities according to objective

Design as Product: as a solution to a particular problem. Design as Process: People from different disciplines are involved and suit a wide variety of design tasks. Design as Transformation: Pro-active innovation capability of an organisation.

Different options to access design

1. Build In-house design capabilities. E.g. Apple, Nokia, Sony. 2. Buy services from design consultancies. 3. Invite design teams to submit proposals for specific projects.

User Driven and Design Driven Innovation

User Driven Design Driven
Reliance on visionaries. experts and

Reliance on users Interaction with users to study how they use products and services. Route to innovation Breakthrough

Higher level of expertise, concentrated attention and internal motivation . Route to Radical innovation Different complex designs Potentially implement difficult to

Familiar types of designs

Easy to implement

Geography of Designs
Lombardy region of Italy
Known for design competencies in domestic and personal-use goods. Important contributors: universities and design schools, museums, showrooms, service providers, publishers, fairs, artists. 700 design firms in Milan (60% of Italian industry) Accounts for 23% of furniture manufacturers. italian

Scandinavian Design

Also focussed on home furnishing. 450 manufacturers in Denmark Exports 85% of the furniture it produces.

Italy: largest exporter of household furniture-16%.

London: Known as world centre of design, culture and creative industries. Specializes in creative, design and technology service of all kinds.

Silicon Valley: Media and technology related design. City abounds firms that mix creativity and applied design with technological innovation.

Where do designers come from?

Traditional design schools affiliated with arts and crafts Due to complex and technical design problems, the Ulm Design school designed design program based on systematic methods and processes. (Design methods movement)

Contemporary design schools focussed tangible aspects and emphasised craftsmanship and professionalism. on on

But in recent years, curricula has been transformed by the schools to meet the corporate needs. E.g. dSchool in Stanford which believed in Design Thinking. Inclusion of lessons in social awareness responsibility to instil a sense of purpose. and

Design Roles
Design stars- who contribute to important design outcomes creatively. Due to increasing complexity in design projects, the range of activities have narrowed down. Designers specialize in the area of competence and intensify their work.

But in a large design organization, individuals remain important as individual differences in ability and influence are consequential in design. E.g. Chris Bangle of BMW, Steve Jobs of Apple.

Design value for business

Substantial increase in investment on design by the Asian companies. Japan, Chinese,Taiwanese,Korean and Hong Kong companies and their government have committed huge resources in design to compete on differentiation, relevance and value to the customer rather than on price. The future of business is designorganizations who figure out how to manage creativity will have a crucial advantage in competitive world.

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