Principles of Designing

1
Principles of Designing

• Imagination is more important than knowledge.
  Knowledge is limited. Imagination encircles the
  world.
• Einstein

2
Maslows 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?

3
Maslows Needs

• Health FOOD sleep
• A basic fundamental need
• The others will not even become a need unless you
  have the basics

4
Maslows 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

5
Maslows 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

6
Maslows 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

7
Maslows Needs

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

8
Maslows Needs

• A product you design will satisfy a need within
  this hierarchy
• Two further needs
• To understand
• To appreciate beauty

9
Research Strategies

• Product Analysis
• Reverse Engineering
• Market research
• Primary and secondary research materials
• Problem abstraction
• Mood/Lifestyle Boards

10
Research Strategies

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

11
Research Strategies

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

12
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

13
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?

14
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

15
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

16
Problem Solving Strategies

• Analogy
• Collective notebook
• Morphology
• Six thinking hats
• Lateral Thinking
• Mood/lifestyle boards

17
Problem Solving Strategies

• Mood boards
• Visual design
• Shape, form and aesthetic
• Creates a mood for design

18
Problem Solving Strategies

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

19
Problem Solving Strategies

• Lateral Thinking
• Outside the box
• Consider the daft
• Suspend criticism
• Draw 4 straight lines through each dot without
  taking your pen off the paper

20
Problem Solving Strategies
Ideas
Any Ideas
My grannys Ideas

• Lateral Thinking
• Means

Every Ideas
Silly Ideas
Your Ideas
New idea
21
Problem Solving Strategies

• Six thinking hats
• Think about the problem with a different hat on
• Generates new ideas
• All go into the funnel

New idea
22
Problem Solving Strategies

• Morphology
• ACCESS FM
• Morph the problem into 7 categories
• A TABLE!

New idea
23
Problem Solving Strategies

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

New idea
24
Problem Solving Strategies

• 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

25
Problem Solving Strategies
26
Problem Solving Strategies
27
Principles of designing

• Problem
• Research
• Ideas
• Make
• Evaluate

• PRIME

28
Principles of designing

• Problem
• Research
• Ideas
• Make
• Evaluate

• Innovation Spiral

29
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

30
Principles of your designing
Innovation
31
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)

32
What is INNOVATION
Something NEW
33
Engineers INNOVATE

• Engineering is about innovating
• Engineers come up with new ideas all the time
• Necessity is the mother of invention
• CAN YOU INNOVATE?

34
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)

35
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.

36
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

37
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

38
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

39
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

40
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.

41
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.

42
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

43
INNOVATE
Why should companies be led by accountants,
lawyers and salesmen? Empowering engineers means
that Team leaders provide inspiration, not just
balance sheets. James Dyson
44
Innovative products and materials