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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!
