+Class Case: Design software communication

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+Class Case study: How do I communicate to Design software consumers?

Background

Our Client is a design software provider (e.g. AutoCAD, Solidworks, Catia, Maya, 3DX etc.,) making software that enables creative work of engineers – mechanical/civil, architects, graphic animators etc.,

Has several products/brands build to meet specific needs of these professions

Business situation in India: It is a mixed bag – doing extremely well in some segments while being overwhelmed by new, nimble and exciting players in some segments

Research objective – to understand the software users better to relate to them closely through empathic communication

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+Q: What is it that inspires you to be in this profession?

“Our field is best and our education is on top” Machine design

“Should be Mr. Perfect” Machine design

“Start a problem>> I get excited to solve”

“Need to know total design in working”

“Need to anticipate what people will face in shop floor”

“You feel happy when you make people laugh” Animator

“Joy of first born” Tooling

“Good ideas give excitement” Machine design

“Odd shaped plot converted to fit 10 flats” Civil Engineer

“Sit and draw on PC can’t stand chaos of workshop” Tooling

“Without knowledge, we will not grow”

“Learning is important”

“Need material, new type of work”

“Design part is most exciting” Machine design

“Seeing trends change..now glass building are popular, in 15 years it will go away as glass not good for tropics” Architect

“Cannot create rubbish” Architect

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+Q: What are your ambitions?

“Join a better company”

“If Pope can shout at Michelangelo the famous artists for shoddy work, I am nobody”

“Ferrari will be my dream company to work in”

“Want my company to be globally appreciated for design”

“Go and work in Dubai to work on big buildings”

“Work is bigger than the individual”

“Who won’t want to earn a little more money?”

“Want to work with all types of Material, software, hardwares, people & many skilled people”

“Need Better material, eqpt., s/w, h/w, people & skilled people”“I want to decide my type of work & time to work”“Boss should not interfere”“I want to Start my own consultancy”“5 day work culture is what I seek”

“I need time to think and do creative work”

I would like to meet inspiring people and learn from them: “APJ Abdul Kalam” “Micheal Schumacher” “Narayana Murthy,” “ Bill Gates” “DreamWorks head”

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+Q: What frustrates you when you are using design softwares of today?

“I get excited to solve but interest goes down soon”

“Our H/w system is backward”

“Time is a constraint”

“Material or machine not

available..Grinding machines are not

good”

“Staff…ITI diploma..mentality not right to use software”

“People keep changing, you can’t

locate old files”

“Don’t like work if it has

repetitive task”

“If the software can do what I am thinking., that

would be great”

“Don’t have a voice to exercise our choice on

s/w”“No interference from

top..need freedom to decide s/w”

“Once design is approved, I get bored of detailed

drawing”

“Final output, final rendering are different”

“Colour differences in software outputs

irritate me”

“Not getting payment in time – why invest in high

quality s/w”

“Difficult to learn new software”

“Creativity is going down because of s/w…young people want to

make more money and go home early”

“Problem while switching one brand of software to another have to adapt which takes time“

“Template library to work from will help“

“Some softwares are very slow as our

system is not up-to-date

“Very heavy s/w Is slow on regular

PC”

We have designed building when software was not there. It has made life

easier & faster”

Architect

“There is no software that can analyze and think intelligently”

Tooling

“Software is just a tool. We need to develop the

character, show emotion etc.” AnimatorWe have designed building when

software was not there. It has made life easier & faster”

Architect

“There is no software that can analyze and think

intelligently” Tooling

“A s/w should not be a black box. Need to

know what it is doing so as to

rectify our mistakes” Civil Engg. Faculty

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+Taglines of existing design softwares…

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+More design companies & their tagline

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+Task

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What is the hierarchy of motives you can deduce?

Of the various communication bylines used, which of these fit better with consumers’ motives? Why?