Changing Role Of Design
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The document discusses the changing role of design and designers. Traditionally, design was used as a way to differentiate products in a competitive market with similar specifications. However, design is now taking on a more strategic role, with designers working across disciplines like business, technology, and marketing. Designers are shifting from just creating product forms to being strategists, catalysts, and facilitators who help orchestrate innovation across an organization.
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Changing Role Of Design
- 1. Changing Role of Design “Design unifies everything we do” ~ Lee Green by Brian Ling , 14 May 2007
- 2. What is Design? “ Good design is good business” ~ Thomas J. Watson “ What sells is a good design” ~ Stefano Giovannoni “ Design is implicit and unifying” ~ Lee Green
- 3. Changing Role of Design We are in the midst of a price war. Rule 1: You can’t beat WalMart on price or China on cost. Rule 2: See Rule 1. ~ Tom Peters, Auckland, 30 March 2005
- 4. Traditional Role of Design ~Image Source Intel Website Falling prices of computer chips = falling prices of everything ~EuroRSCG Chips now move faster than people, chip sufficiency
- 5. Traditional Role of Design Moore’s Law applied to shavers ~Image source: http://flickr.com/photos/asl/315783563/
- 6. Traditional Role of Design Design as a differentiator is a world of equal spec. Adds an intangible value to product In today's competitive context: Most product platforms the same Manufacturers are of similar quality Produces low risk non-offending products that sell
- 7. Traditional Role of Design “ At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.” ~Norio Ohga, former chairman of Sony
- 8. Changing Role of Design Source: Les Wynn, DMI 2000
- 9. Changing Role of Design New paradigms of design thinking Strategic in nature Consultative to Proactive to S.C.A Seeks change and identifies opportunities Continues to add value
- 10. Changing Role of Design Multi-disciplinary design management consumer business technology Multi-disciplinary Design
- 11. Changing Role of Design Shift towards innovative and creative thinking in organizations Recognizes that people “are” the creative organization Why? Product innovation is not limited to R&D, it is a work of all. Innovation is everybody’s responsibility
- 12. Changing Role of Design ers “Design unifies everything we do” ~ Lee Green
- 13. Changing Role of Designers Data Product Competition Information Solution Co-operation Knowledge Experience Collaboration Insight Empowerment Mutualism 50s - 70s 70s - 80s 80s - 00s 00s – 20s Source: Debra M. Amidon’s “Evolution of Thought” The Transaction Age The Relationship Age Mutualism: Symbiotic relationships in which each species benefits are mutualistic
- 14. Agriculture Age (farmers) Industrial Age (factory workers) Information Age (knowledge workers) Conceptual Age (creators and empathizers) ~ Tom Peters on Dan Pink, A Whole New Mind Changing Role of Designers
- 15. Changing Role of Designers R&D Pdt Plan Mktg Snr Mgt ID Product Managing Strategy & The Creative Process
- 16. Changing Role of Designers Changing Role of an Industrial Designer: From: Sensitive in creating forms that expresses the product requirements To: A Strategist A Catalyst and Facilitator Orchestrate and conducts An Eclectic cook
- 17. Changing Role of Designers Corporate Strategy Strategic Markets Management Design Engineering Manufacturing Logistics Distributors Value Chain Play here Get outsourced here
- 18. Changing role of designers Styled product Innovative product Emotion product The Doing designer The Doing and Thinking designer Value Chain
- 19. The Role of Designers Strategy Visualizer Realizing the intangible corporate strategies to tangible solutions. Core Competence Prospector Develop new corporate strategies thru unique perspectives of company strengths. Market Exploiter Consumer behavior vs. design vs. innovation. Design Process Provider Design Management vs. Business Process and Strategy. ~ Source: Victor Seidel, 2000
- 20. The Role of Designers
- 21. The Role of Designers
- 22. Thank You!