Design Processes

DESIGN TECH NOTES:

DESIGN PROCESSES:

Indentified need or perceive opportunity

Design BriefClear statement describing a need that can be fulfilled by the development of the design

Briefing

Meeting between clients and designers
Product
Marketing strategy
Design objective
Legal requirements
Technical restraints
Budget
Deadlines

Market research: Existing research and new research  Qualitative and Quantitative

Design Development and Realisationsketches, designs, concept drawings, research and constant evaluation

Research and Testing always testing (concurrently)

Prototypes after research has been evaluated and consulting with clients; prototypes can be made accordingly

Ongoing Evaluationinternal/external. Qualitative and Quantitative data

Final Product Functional, aesthetically pleasing, environmental and social factors, responds to client and market needs and concerns.

Summary:

Brief
Specifications/Limitations
Research
Development of possible solutions
Selection of Best solutions
Development of work plan
Realisation
Final Evaluation

FACTORS OF DESIGN

Appropriateness
Needs
Personal values
Function
Aesthetics
Cost
Ergonomics
Use of the design
Sustainability
Energy
Recyclability
Safety and health
Quality
Durability
Obsolesce
Life cycle analysis

Appropriateness:

Must be suitable for the environment culture for which it is designed for.

Needs:

Needs V.S. Wants

Designs are made by a consumer’sPerceived Needs Feel that they need it or Wantswhere they feel like they must have it where they don’t really need it.

Perceived need, is the same as a want: A need is something to use to sustain life: physical and psychological needs such as food, shelter and love.

A perceived need; however, are things such as mobile phones or the internet, whereas a want is a desire to have a certain item like the latest mp3 or phone.

Personal Values:

What we Value as a consumer:

-What we value in designs eg. Aesthetics and function

-context shapes values therefore design is also determined by context

E.g. Penicillin - Doctors valued human life. Cochlear Ear implant – They valued the hearing of those impaired

Function:

Determines how a product works safety, strength, ease of use, efficiency, simplicity, durability etc.

Not just it’s obvious function, but its function as a proper design in general.

Function does not always constitute aesthetics.

Aesthetics:

Refers to beauty and Physical appearance of a design

Remember Beauty is in eye of the beholder

FUNCTION may affect aesthetics.

Ergonomics Relationship between people and the environment. Application of design to all aspects of the targeted environment. E.g. Humans and Anthropology

Age

Size

Gender

Use:

Target Market:

WHO, WHAT, WHEN , WHERE, HOW

Technicality or simplicity

Life span and uses

Sustainability:

Using the resources that are derived from renewable sources.

Non-Sustainable: fossil fuels can’t be renewed

Ethics involved in use of resource and material

Use for future generations

Environmental impacts

Costumer preference and ethics

Great marketing tool

Sustainable development:

Development that improves the total quality of the lifespan.

“TOTAL QUALITY MANAGEMENT”

Sustained for the present and future

Ecological processes life depends on it
Strategies by national + International (ethics)

ENERGY:

Used to create, produce, market, transport, use and consume.

Depends on the end product

Research in the best ways to reduce impact

E.g. case study Samsung phone “ECO-PARTNERSHIPS”...schemes in reducing amount of energy wasted

cleaner transport vehicles

Low emissions at factories

RECYCLABILITY:
Ability to be broken down t be converted back into raw materialto produce same or new product

Downside of recycling: Expensive processboth environmental and economical

Transport

Breakdown of materials

Reproduction of material

SAFETY AND HEALTH:

Production process

Main life Use of the product

Main questions: Threats? Hazards? Life cycle and impact on the environment

QUALITY:

Marketing tool also, a products name and attached connotations determine the quality of the brand. E.g. Consumers will choose a trusted brand over an import or a generic.

Level of Quality: Determines a product’s ability to perform properly in its acceptable period of time.

Level of quality:

Determines a products ability to perform its function and be acceptable in the context of the introduction.

Durability

Recyclability

Precision

Ease of use

Repairable

Consistent Quality always delivering top quality to consumers.

DURABILITY:

-Life span, wear and use.

-Environmental factors

-affected by quality & design

Non-durable are either

Quickly consumed goodsdisposable/food

Or poorly design products

Durability is determined also by cost

lasts longerbetter materialshigh cost

OBSOLESCENCE:

Obsolescence refers to end point of a product’s life span. Can result from being non-longer fashionable, superseded by a newer or better design, design being environmentally unfriendlychange of laws or just the product not being able to function anymore.

Newer model

Impacts/changes in law

Disuse

LIFE CYCLE ANALYSIS:

The life cycle analysis of a product’s life is perceived at all stages, where energy is produced, lost, and used.

Cradle to Grave:

MARKETING RESEARCH:

Planning

Developing

Pricing

Promoting

Service

Consumer wants research e.g. surveys
Development of goods to deliver services to consumer
Challenging the competition
Target market
Profit

MARKETING PLANS

Formulation of plans to achieve set marketing objectives

Mission statement

Financial summary

Market avenues

SWOT analysis

(Strengths, weaknesses, opportunity, threats)

Assumptions

Objectives and Strategies

Programs, budgets

Alternative plans/mixes

Programs & implementation

Ongoing evaluation and Final evaluation

Marketing elements/mixes

Productappeal and standout against competition

Positions where it sits in the market

Price

Promotion

Placewhere to sell and market

PROJECT MANAGMENT:

Project ensures the ongoing viability and profitability. A successful business regularly reviews and evaluates its products and modifies them in response to a market trend. It will also remove unsuccessful products before profits are marginalised.

3 Main Parts:

New product development

Style, feature, quality and tends.

Product modification
Product Rationalisations

Markets

Target

Segmentation

Niche

Mass

Market Variables

Demographics

Socio-economic

Geographic

Psychological

Lifestyle

NEW PRODUCT MANAGEMENT:

EXPLORING IDEASresearch, opinions, surveys etc. In-depth investigations
SCREENING Idea analysis fully, necessary and unnecessary ideas set to review
BUSINESS ANALYSIScost, financials, budget
DEVELOPMENTFurther development of idea, prototyping
TESTING Tested to determine factors of success

MARKETING PRICE, PROMOTION, DISTRIBUTION

PRICE Total cost of production and manufacture

Includes transport and packaging

Can be determined by the Government Regulations and also by the concern for the Socio-economic status. All this is to ensure maximum profitability.

PROMITIONVarious methods

Media: TV, magazine, radio, internet can be determined by product type, appropriateness, time, context and demographics.

Billboards, books etc.

Advertising campaigns:

Identify target groups
Develop specific objectives
Calculate budget
Decide on a key message
Cost effective media
Create the advertisement
EVALUATE the campaign

MARKET RESEARCH

Purpose

Save money

Ensure success

Determine if proposition is viable

PROCESS OF MARKET RESEARCH

Determining the objectives:

State questions to achieve answers clear direction

Data collection methods:

Researchers investigate suitable methods related to the objectives

Analysing Data:

Interpreted to link back to objectives. Used to determine trends and statistics

Preparing Reports with recommendations:

How research is carried out, detailed findings. Summarising all results, making recommendations. Charts and graphs besides prose form.

MARKETING RESEARCH REPORT

Heading: Title, date, Author

Introduction: outlines scope, purpose of research. Information on where and when research was carried.

Methodology: Outlines methods chosen, samples used reasons why

Analysis & Findings: Analysed data & collated limitations & possible short comings stated.

Conclusions & Recommendations: A summary on the main points. Conclusions are reached, recommendations for possible action are given and justified.

References: All publications, listed. Collected existing information etc.

Appendices: All data, collected, calculated, or information too detailed for the body of the report.

SOURCES OF DATA:

Primary & Secondary

Qualitative (opinions and surveys) & Quantitative (numerical)

Example:

Demographics and socio-economic status
Laws and standards e.g. Australia Standards AS1100 etc.
Observation and collection of data from the competition
Surveys and opinion pieces (interviews)
Seeking/ Finding suppliers of raw materials

MARKETING ENVIRONMENT:

Factors, that influence the design factors

Sourcing of the materials

Marketing intermediates distribution of goods

Competitors

Demographics

Economic conditions

Social and cultural context

Political/legal status

Technological developments

Ecological/environmental

INNOVATION AND THE FACTORS AFFECTING THE IMPACT ON THE SUCCESS OF AN INNOVATION

Australians have a historical account for the demand of high living standards.

Innovation involves a change to established product designs and manufacturing and to marketing or organisational structures:

Innovation is when something new or different is introduced based on discoveries or inventions that are then changed and improved.

Innovation Refers to:

Material objects
Knowledge
Organisations and industries

Inventions original concept and discovery

Creativity involves originality and innovative thought.

Innovation is the end result of many factors including:

Improved technology
A new need
A opportunity to improve a design

Innovation in Australia:

Improve economic outcomes
Social changes
Environmental changes

PROCESS OF INNOVATION:

Appraising identifying needs and wants
Research
Design
Making
Marketing

Success in Commercial design:

Identifying market opportunity

Obtaining resources/managing

Protecting ideas/ Intellectual Property

Obtaining more resources

Manufacturing

Promotion

Distribution

SUCCESS OF AN INNOVATIO:

Effort and risk taking

Managing all of the elements of the innovation

Speaking out other sources of innovation

Integration of all elements of innovation

Continuing Improvements

Sustained investments

Analysis of successful innovation

FACTORS OF SUCCESSFUL INNOVATION:

TIMING
EMERGING/VIABLE TECHNOLOGY
CUTURL, POLITICAL, ECONOMIC and LEGAL FACTORS

AGENCIES AFFECTING INNOVATION

1)IP AUSTRALIA

Patents/ Trademark attorneys

Patents office

2)AUSTRALIAN COPYRIGHT COUNCIL

3)COUNCIL OF SMALL BUSINESS ORGANISATION AUSTRALIA [COSBOA]

4)INTERNATIONAL COUNCIL FOR SMALL BUSINESS

5)STANARDS AUSTRLAIA

ENTREPENEURIAL ACTIVITIES:

Risk/Decision making

Innovation

ROLE:

Establish- marketing opportunities

Organising-financial backing

Protection of ideas/designs

Resources

Manufacturing

Promotion

Distribution

Agencies that affect entrepreneurial activities:

Government agencies: through laws, incentives, subsidies and so on

Commercial agencies: through the buying and selling of goods

Industrial agencies: Through Work cover, work place agreements and awards

Difference between a manager and a Entrepreneur is the dictions they make. An Entrepreneur has the responsibility for the basic policy decisions that set the future course of the business firm whereas a manager makes decisions regarding day to day routines.

REFER TO CASE STUDY: INNOVATION OF THE SAMSUNG “CORN STARCH PHONE”

RESEARCH METHODS:

QuantitativeStatistical, numerical e.g. Data, measurements, population etc.

QualitativeSurvey and opinions, words mainly e.g. interviews, surveys, questionnaires etc.

TYPES OF RESEARCH:

Survey

Questionnaires

Interviews

Observations non-participant: no interaction

Participant: interaction

Tests and Experiments

Statistical Analysis

INTERPRETING DATA

Graphs and tables

e.g. Bar, pie and line

ETHICS OF RESEARCH

Privacy Rights of the participant
Confidentiality being anonymous
Honesty
Integrity
Prejudice
Validated information source of information
Intellectual Property Protecting your ideas or others

TESTS ON ANIMALS AND PEOPLE

Animals: Must not inflict pain upon them
Must not create stress or anxiety
Must not anger or disorient the animal

EMERGING TECHNOLOGIES

E.G. case study “Mobile phones”

Australia first made connection in 1987
$5000 for an in-car device
$5000 for a portable device—“lunchboxes” weight about 5kg
1990’s first handheld introduced.  Improved battery and power, $3000 1kg “bricks”
1992, $1500 cost reduced due to efficiency of production and improvement in technology
By 1997, 7 million people are connected
Phones continue to get smaller e.g. Samsun watch phone in 2000
However as technology increased so did the price yet again Samsung watch phone was 15,000 so it never saw the light of the market
Modern day developments in software and hardware, reduced prices of general phones
SMS, internet and many other functions were introduced
Phones continued to get faster and potent
Increase in storage capabilities
At the present stage, mobile phones are now starting to impact the environment new issue is that the raw materials that mobile phones are produced from create impact once phones are disposed in landfills and dumps
Resolutions include “planet ark mobile phone recycling scheme”
Company initiatives, Nokia and Samsung have taken up reducing the amount of harmful materials they use. Alternatives to plastics include Biomass, such as cornstarch.

IMPACTS:

Ecological
Economic
Social
Ethical
Legal

IMPACT OF DESIGN ON THE INDIVIDUAL, SOCIETY AND THE ENVIRONMENT

Personal values
Sustainability
Cultural beliefs
Safety and health
Equity
Community needs
Economic factors

Impact of design on society and the environment

ETHICAL ISSUES

Ethical and the environment

Assessing the impact of the design on the consumersafety and ethical issues
Protection of intellectual property protecting ideas
Privacyprotection of people’s identity and status.
Exposure to the undesirable Pornographic, obscene material
Advertising target market, how it’s going to be successful. 5 W’s
Right to alter the natural genetics/bio ethics
Ethics of testing human or animal
Environmental impact how it will damage or contribute towards the environment e.g. Cradle to grave
Sustainable technology ethics in conserving or using resources. E.g. Oil mills V.S. plantations such as renewable biomass
Minority Groups unique designs that serve and cater for all or ones that cater only for a specific market

ENVIRONMENTAL ISSUES

Global warming, green house gases
Ozone layer e.g. carbon emissions and cfc
Deforestation
Waste e.g. landfills and dumps
Water pollution
Resource consumption
Noise pollution

SUSTAINABLE TECHNOLOGY

Reusable and Renewable Raw material and energy

E.g. Trees: although they are renewable resources, they still must be sustained because they can be depleted at a fast rate

Non Renewable fossil fuels and gases

E.g. Petroleum: It is a source of almost everything, polymers, clothing and vehicle fuel and these natural sources are almost at an end. It takes several tens and thousands of years for fossils and natural decomposition to break down to oil.

RENEWABLE ENERGY:

HYRDOWater, wave motion: runs turbines that run power plants to produce electricity

SOLAR conversion of sunlight to electricity or use of heat energy to run steam engines to produce electricity

WIND1 Wind turbine can run a whole town

BIOMASSalternative to most resources, such as plastics and fuel; however, upon breakdown and decomposition it places little or no impact on the environment

NUCLEAR Splitting of atoms, and causing fission to create powerful and exponential energy sources; HOWEVER, there is a large ethical issue revolved around nuclear due to its dangers and effects e.g. Chernobyl or Hiroshima

PROTECTION OF INTELLECTUAL PROPERTY

Ideas, concepts and designs

National and international status

IP AUSTRALIA

PATENTS OFFICE

ATTORNEY COPYRIGHT/TRADEMARKS

Patents Protection of an idea and a product design in all its aspects

Trademarks Separating one good from another

Designs IP, protection of ideas

Underneath the Copyright act of 1968 only valid until 50 years after the owners death

Special cases:

Circuit Board layouts (e.g. computer, laptops, i-pod, mp3 players etc.)
Plant breeder’s rights (species and methodology)
Trade secrets (KFC 11 herbs and spices)

MANUFACTORING PROCESSES

Design and the manufacturing process

Ready to use use straight away (food products)
Ready to assemble put together yourself (IKEA)
Ready to disassemble can be pulled apart, reused, recycled etc.

THE MANUFACTURING PROCESS

Identifying the customer demand
Designing product
Product details are finalised
Prototyping
Marketing
Production sequence
Raw materials
Plan and layout
Tooling up for production
Jobs, planed and workers are employed/trained
Trial run beta test, or on site market testing
Full scale production
Product shipped
Selling and distribution

MANUFACTURING TECHNIQUES

Custom( one-off)
Batch
Mass

MANUFACTURING METHODS:

Flexible manufacturing systems changes are allowed, e.g. upgrades and improvements or products are designed to be obsolete etc.

Just in time made to order

Benefits: low cost due to non-waste material production
Con: Short deadlines and increased pressures

FACTORS AFFECTING MANUFACTURING

Selection process

Development of skills

Techniques

Project analysis

Cost considerations

Resources ( availability)

Timing

TECHNOLOGY

Use, benefits and implementation

Technology used in industrial and commercial settings

Development of a market plan existing

Diversification of product range improving profits

Line extensions: adding to the product line e.g. Nokia n-series

Brand leveraging: releasing a new product under the same brand name

Reducing the product range low demands

Expansion of the organisations bigger or better prospects national and international levels

Enterprise Bargaining negotiations to improve productions

Quality reassuranceTQM

On the job training employee training e.g. vocational learning

Off the job training education prior to, or outside of work hours

Job specialisations specify area of expertise to contribute to certain jobs in the company or business