Product Design

“THE DIFFICULTY LIES NOT SO MUCH IN DEVELOPING NEW IDEAS AS IN ESCAPING FROM OLD
ONES”
JOHN MAYNARD KEYNES
Different perspectives on product design

 The former chairman of Sony, Norio Ohga (pronounced Oga), underscored the
weight of product design by commenting,
“At Sony, we assume that all products of our competitors have similar features.
Design is the only thing that differentiates one product from another.”
AESTHETICS COMPONENT
 “Most people make the mistake of thinking design is what it looks like. That’s not
what we think design is. It’s not just what it looks like or feels like. Design is how
it works. ” Steve Jobs (emphasis on functional dimension) FUNCTIONALITY
COMPONENT
 What is product design?

Product design is a multidimensional construct that consumers perceive about a

product and which refers to a set of constitutive elements comprising of aesthetics,
functionality, and symbolism.
Aesthetic dimension

 The aesthetic dimension refers to the perceived

appearance and attractiveness of the product.
 Aesthetics can be
1) an attribute of the product which is universally
recognized as such, or
2) created in the eye of the beholder, or
3) a combination of these two options.
Functional dimension

 The functional dimension reflects the consumer’s

perceptions of a product’s ability to fulfill its purpose.
 Judging functionality of a product does not always
require using it.
 It can also be judged by either visual or haptic (touch)
means.
E.g. Darker colors are perceived to be heavier. A
machine which is painted in darker color may
give an impression that it is heavier and that
more material has gone into making it signifying
strength and sturdiness
Symbolic dimension

 The symbolic dimension refers to the perceived

message a product communicates regarding a
consumer’s self-image to both the consumer and
others on the basis of visual elements.
 Consumers use products to express their self-
concepts.
 Not a one time job!
 Some statistics:
 Research indicates that higher the percentage of sales from new products in last 5 years, higher is the
likelihood of the firm to be a market leader. Firms need to keep coming up with new products.
 3M’s goal is to produce 30 percent profit from products produced in last 4 years
 Renders competitive advantage
 Shouldice hospital in Canada specializes in Hernia surgeries. They have designed their entire operation
accordingly. Their patients return to normal living in just 8 days as opposed to the average of 2 weeks.
 Taco bell follows a low cost strategy through product design. Taco Bell has increased the food content
of its products from 27 cents to 45 cents for each spent dollar.
 Product design should be seen as an aggregate rather than as a combination of several
constituents or individual features. People perceive objects as a unitary whole rather than
analyzing its separate constitutive elements. The whole is different than the sum of its parts
(Gestalt theory)
 In the figure on the right, the arrow from á’ to ‘z’ signifies the wide variety of product
assortment with Amazon (This is continuity…observers are led to see that connection from A to
Z by pushing the arrow in the z (note that z is kinked at the base). Similarly, the second figure is
compilation of dots but that signifies image of an animal (This is closure…need of human
beings to connect dots and strike an analogy with known shapes. If you had never seen an
animal , you would not construe it that way
Design process in a nutshell
Framing the design problem.
1. Know the user and what s/he
wants
2. Competitive analysis of the
market
3. Market research and data
analysis

Exploring the solution space Refining the solution

1. Brainstorming 1. Prototypes
2. Sketching 2. Early evaluations

Finding a solution
1. Consideration of constraints.
E.g. budget etc.
2. Scope of the solution /
checking the deliverables
3. Scenarios, storyboards,
personas
How to ideate in a design process?
 Dupont estimates that it needs about 250 ideas to yield one marketable product.
 Make ideas cheap!
 Generate ideas as quickly as possible.
 Fill in just enough detail to get a sense of the idea.
 Generate both variations of an idea and very different ideas (exploitation and exploration!)
 Don’t worry about idea quality and feasibility.
 Nothing is original. Adopt and adapt anything that resonates with your inspiration or fuels your
imagination.
Ideation can be tiring!

Designers can become cognitively lazy while

ideation. That’s why we need tools.
Tools for ideation
 Sketching (e.g. write down the points on a white board)
 Brainstorming
 Mindmapping: It is a way to help with brainstorming sessions by visually depicting the network
of various ideas and their interlinkages
 Timed idea generation (e.g. generate as many ideas as possible in 5 minutes)
Timed idea generation.docx
Link for accessing “My MBA” mindmap:
See mindmeister.com
https://mm.tt/1521456790?t=JdweJ2HRp6
Assignment: How can you make the most of your summer internships? Make a mindmap
My_MBA (Mindmap)
IDEO’s ( a design company) tips for
having a productive brainstorming process

 Have a clear task statement: People should know the task at hand
 Number ideas
 Build on proposed ideas
 Make ideas visible ( use lots of whiteboards and post it notes)
Traps to avoid in Brainstorming

 Don’t criticize ideas. Design is as much an affective process as it is cognitive.

Criticism draws upon from existing knowledge paradigms which can hinder
exploratory thinking. Criticism shuts down the generative process required for
brainstorming.
 Too much structure isn’t good. Try not to follow too many rules of discussion
(e.g. following any order to speak!), protocols of engagement (if a thought comes
to your mind, speak up.
 Don’t delve deep into any idea. Brainstorming is for generating ideas not
researching any one idea in particular.
 Product design for additive manufacturing
To understand additive manufacturing see:
https://youtu.be/IDtmy6YorG4?t=1402
Fundamental nature of fabrication processes: additive, subtractive and formative
Additive manufacturing is opening new avenues in product design by making it
possible to make complex shapes (see figure on the right. Chair depicted below is not
possible by conventional means of manufacturing which are subtractive in nature)
 Use of online platforms for collaborative 3D model creation by remixing is a
concept describing the creation of new models on the foundation of existing design
elements (See https://www.thingiverse.com/)
 The online platform, Thingiverse, for example, offers designers the opportunity to
publish and access an extensive repository of 3D models for Additive
manufacturing.
 Designers can use existing models on the online platforms and remix, customize
them to make their own versions suitable to them.
 Designers can choose material, finish, dimensions etc. and order a 3D print at a
certain cost.
 Not yet popular in India but has picked up abroad.
An excerpt from the interview of a Thingiverse designer
Wall mountable shoe hook
Wall-mountable shoe hook
Customised wall-mountable shoe hook
 Reduced the width of the hook to save material. Shoes
aren’t very heavy.
 Increased the height to accommodate shoes with thick
toes (e.g. boots, safety shoes)
 Changed the texture on one side.
 Wrote my name on it
Can be expensive!
 Design is messy and that’s OK
 It is a creative process not an outcome. It is a skill which can be developed. There
is no such thing as the best design. There is always something better.
 It is as much an art as it is a science. Enjoy it.
Which design is better?

Chair 1 Chair 2
Thank you for your time