Design Matters UBCblogs.ubc.ca/iainmac/files/2011/04/Design-Matters-UBC_BarbaraBell.… · DESIGN...

DESIGN MATTERS

Barbara Bell/2011

• What Designers Do

• The History of Design

• Working with a Designer

What We Do?

• Form

• Function

• And an assortment of other slightly weird but usefulskills…

Form

1 2

3 4

Form

• Form can follow function

Form

• Form can follow material

Form

• Form can follow technology

Form

• Form can follow form

Form

• Should NEVER be arbitrary!

Form

Function

• User-friendliness andergonomics

• More than common sense

Function

• Products arehandled, installed,assemble, cleaned,repaired, refinishedetc.

• End-users

Innovation Mindset

• Solve BIG problems

Impo

rtan

ce o

f Pro

blem

Effectiveness of a SolutionValu

e inc

reas

es

Innovation Mindset

• Divergent thinking

Divergent thinking

Convergent thinking

There is always room for improvement…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Wood flooring for example…

Market Research

1. Collect data

2. Compiling/sorting information (analysis)

3. Translating trends into new products

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

Current Macro Trends

• Eco-design

• Revival of Wood as an Accent

Current Macro Trends

• Open Living spaces

Current Macro Trends

• Small spaces

Current Macro Trends

• Toward Simplicity/Contemporary

Current Trends

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

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

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

Working With a Designer

• Manufacturers fall into one of three categories withregard to design– Innate

– Acquired• Non-professional design

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

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

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

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)

Example of Design At Work

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!