design matters ubcblogs.ubc.ca/iainmac/files/2011/04/design-matters-ubc_barbarabell.… · design...
TRANSCRIPT
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DESIGN MATTERS
Barbara Bell/2011
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• What Designers Do
• The History of Design
• Working with a Designer
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What We Do?
• Form
• Function
• And an assortment of other slightly weird but usefulskills…
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Form
1 2
3 4
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Form
• Form can follow function
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Form
• Form can follow material
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Form
• Form can follow technology
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Form
• Form can follow form
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Form
• Should NEVER be arbitrary!
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Form
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Function
• User-friendliness andergonomics
• More than common sense
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Function
• Products arehandled, installed,assemble, cleaned,repaired, refinishedetc.
• End-users
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Innovation Mindset
• Solve BIG problems
Impo
rtan
ce o
f Pro
blem
Effectiveness of a SolutionValu
e inc
reas
es
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Innovation Mindset
• Divergent thinking
Divergent thinking
Convergent thinking
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There is always room for improvement…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Wood flooring for example…
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Market Research
1. Collect data
2. Compiling/sorting information (analysis)
3. Translating trends into new products
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Trend Tracking…
• Design trend lifecycle for building products and furnishings
• Based on ‘Exposure Theory’
Avante gardeEuropeandesign shows/magazines
Interiordesigners/architects and high-end boutiques
IKEA/MetropolitanHome
Home Depot/big boxstores/newspapers
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Current Macro Trends
• Eco-design
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• Revival of Wood as an Accent
Current Macro Trends
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• Open Living spaces
Current Macro Trends
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• Small spaces
Current Macro Trends
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• Toward Simplicity/Contemporary
Current Trends
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History of Industrial Design
• Individual craftsperson
• Industrial Revolution - division of labour in mass production
• Soon became inadequate
• Europe was first to train people to ‘humanize’ products
• ‘Styling’– Scandinavian design - cultural and democratic
– US - Streamlining for sales
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Design is Evolving
1900 1925 1950 1975 2000
Design as Craft
Design as Mass Production
Design as
User Friendliness
Design as
Experience
Design as Styling
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Benefits to Manufacturers
• Increased sales
• Decreased input costs
• Higher margins
• Better market access
• Increased market share
• Agile efficient product development process
• Reduction in marketing costs
• Progressive image
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Working With a Designer
• Manufacturers fall into one of three categories withregard to design– Innate
– Acquired• Non-professional design
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Working With a Designer
• Working arrangements– In-house
– Freelance or contract
• Fee Structures– Fixed fee
• For straight forward project
– Retainer• Monthly fee for a time period
– Royalty• % of sales (share in risk)
– Retainer/royalty• Retainer comes out of first royalties
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Finding the Right Designer
• The relationship between a company and a designeris very much a partnership. Choose someone whowill fit in to your company and who you cancommunicate with
• Technical vs creative skillset
• Then create a supportive culture to work in
• Keep an open mind and embrace risk and new ideas
• Use a design brief to keep projects on track
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High volume/low margin
•Long product lifecycles/slowabsorption rates
•Products are subject to codes andstandards
•Product success is more related toissues like performance and durability
•Differentiation relies more on productperipherals
•R&D Departments/Design Engineers
Low volume/high margin
•Short product lifecycles/fast absorptionrates
•Products are subject to fashion trends
•Product success is more related toissues like user-friendliness andaesthetics.
•Differentiation relies more on product
•Product DevelopmentDepartments/Industrial Designers
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Reacting Anticipating Initiating
DESIGN STRATEGIES
•Copy successfulproducts already on themarket.
–Relies solely onprice as advantage
•Continuously improve withinan existing market
–Attributes and features thatenable a product to sustaina higher price
•Continuously innovating inorder to stay ahead of themarket.
–Considered design-led(Apple, 3M)
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Example of Design At Work
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Take Home Points
• What is Design?– A process that helps differentiate products and services, it is
not mystical!
• Why is it Important to the Wood Products Industry?– Relying on price point alone for competitive advantage is
CRAZY!
• How can you improve in this area?– Hire a designer!