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BREAKTHROUGHPRODUCT
DESIGNING
What is…
Designing Product?
PR
OD
UC
T &
MEA
NIN
G
People don’t buy products, they buy meanings.
?PRODUCT
MeaningOld
?PRODUCT
MeaningNew
?FUNCTION
SENSE(language)
PEOPLE(needs)
Performance
Old
MeaningNew
Every product has… A MEANING
“Cosmetics”
Nature’s way to beautiful
“Shoes”
“Watch”
“Inno-T
rendy
Tim
ew
ear”
o.d.m.
Are meaning a given, or a subject for
innovation?
INNOVATIONWHAT IS?
Strategies
INNOVATION
Radical Incremental
Innovation
1.Radical Innovation2.Incremental Innovation
Technology push
Market pull(user-centered)
Radical improvement
Incrementalimprovement
Performance(technology)
Old meaning New meaning
meaning
INNOVATION
1.Radical Innovation2.Incremental Innovation
Strategies
INNOVATION
3. Design-driven Innovation
Technology push
Market pull(user-centered)
meaning
Radical improvement
Incrementalimprovement
Performance(technology)
Old meaning New meaning
Design-driven (design push)
INNOVATION
Technology epiphany
ChangebyD: esign
Emile Charles Hermes
han
ge b
y
Desig
nC
แรงบั�นดาลใจ ความค�ด
การทำ�าให้�สำ�าเร�จ
แรงบั�นดาลใจ ความค�ด
การทำ�าให้�สำ�าเร�จ
han
ge b
y
Desig
nC
han
ge b
y
Desig
nC
?WhyCare
MIL
LIO
NIPAD1
iPad 1 28 DaysiPad 2 7 Days
New iPad 1 Day
1 million sales Days to
2G 3G 4S
74 Days 3 Days 1 Day
How do companies
successfully engage indesign-driven innovation?
Market?
“What Market! We do not look atmarket needs. We make proposals to people.”
Ernesto Gismondi
vsvsUser-centered design
Design-driveninnovation
Firm
Current contact of use
User
ser-centeredUDesign
Envisioned context of lifeEnvisioned context of life
Interpreter
Firm Person
esign-drivenDinnovation
Interpreting
Interpreter
People
THE PROCESS
Retail and
delivery
firms
Developersof pioneeringprojects
Technologysuppli
ers
Research and educational institutions
Cultural
organizations
Designers
Marketers
Artists
Firms in other industries
People
FIRM
Key interpreters
Number of interpreters
Quality of the interpretation for radical innovation of meanings
The skewed distribution of key interpreters in the design discourse
Interpreting
interpreter
interpreter
interpreter
interpreter
interpreterinterpreter
listening
interpreter
interpreter
interpreter
interpreter
interpreterinterpreter
interpreter
Interpreting
Design-driven research
Technological research
Concept generation Product development
Focus of design-driven innovation
Focus of user-centered design
Focus of Traditional industrial
design
Interpreting
Interpretingpeople
listening knowledge
addressing
New meaning and languages
interpreter
interpreterinterpreter
interpreterinterpreter
interpreter
interpreter interpreter
Seductive power
Interpreting
interpreter
interpreterinterpreter
interpreter
interpreter
people
listening knowledge
addressing
New meaning and languages
interpreter interpreter
Seductive power
interpreter
DIFFERENTCHANGE THEWORLD
