管理设计以创新.ppt

1、1st International Design Management Symposium, Shanghai 2006 上海国际设计管理高峰会 John Heskett Chair Professor of Design 设计系讲座教授 The Hong Kong Polytechnic University,TEN STEPS TO HEAVEN: Managing design for innovation.,拾 级 而 上,管理设计以创新,Question #1. What is design? 问题一 何谓设计？,Design as Art? 设计作为艺术 ?, or Art as

2、Cosmetic Design? 或艺术作为装饰性设计？,“虽然每人都有自己的抽水马桶 ，但是它们都太沉闷了，所以我选择把它重新设计；要创作一个充满喜悦的抽水马桶。灵感则来自Dior的新形象，取材自四五十年代流行之纤腰轮廓。以外型令它可爱些，以平面元素令它有趣些。有好些功能问题需要得到解决才能真正应用，但是，这抽水马桶确实在是最理想的取乐场所。”,抽水马桶Jonathan Adler,Design as Art 设计作为艺术,ShapeColor Texture Trends Meaning ,Aesthetics Styling Decoration,Form 外型,Design Tools

3、设 计 工 具,Design as a Complex Business Activity 设计作为复杂的商业活动,ShapeColor Texture Trends Meaning ,Aesthetics Styling Decoration,Industrial / Product Design 工业 / 产品设计,Form 外型,Function 功能,Marketability 销售性,Use Purpose Ergonomics Environment Lifestyle ,Manufacturability 生产性,Materials Process Technology Dura

4、bility Reliability ,Price Position Competition Distribution Brand ,Interaction User-centred Ergonomics,Engineering Economy Recycling,Strategic Design Systems Design Cultural Factors,Design Tools设 计 工 具,Question #2. How do you know what new products to develop? Maybe you have a good idea (but how do

5、you know if other people will think it a good idea?) Or you might need to do some research. 问题二 你怎知道应该开发那些新产品？ 或许你有一个很好的意念 (不过，你又怎知道其它人 也认同呢？) 或者你需要做些调研工作。,Research Market research What others are doing Technological trends New possibilities Social/cultural trends What is happening in society User o

6、bservation Discovering and understanding needs,调 研 市场调查 究竟其它人在做甚么 科技趋势 新的可能性 社会/文化趋向 社会上正在发生的事物 用家观察 发现及了解其需要,Research is a basis for creative solutions that can have very different characteristics. 调研是提供有创意之解决方案的基本要素，可包括极之不同的性质。 A simple example: How to extract juice from a lemon. 一个简单的例子： 如何榨取柠檬汁.

7、,调 研,Research,How to extract juice from a lemon. Press a lemon. Separate juice from the pulp and seeds. Apply juice to further use. 如何榨取柠檬汁? 擠柠檬 - 把柠檬汁从果肉和果核分隔出来 - 把柠檬汁作另外应用,Research,调 研,Which works best? 那個最好用？ Which would you buy? 你会买那一個？,Question #3. What kind of designers do you need? 问题三 你到底需要那

8、一种设计师？,engineering design, product design, industrial design, ceramic design, decorative design, graphic design, illustration design, information design, typographic design, advertising design, packaging design, brand design, interior design, fashion design, textile design, pattern design, software

9、design, systems design, interactive design, ,Question #4. Where do you position design in your company? 问题四 你如何把设计在公司内定位？,Design is diverse, it has many aspects, which can be confusing 设计是多种多样的，有着许多方向，可能是有点混洧的 but it also offers many strategic choices 但它亦提供许多策略性的选择 so you need to take decisions that

10、 are right for your company. 所以你必需决定甚么才是适合你公司的。,Diversity and Choice 多样性及选择,Different levels of design practice 1 不同层面的设计应用 1,Corporate-wide Strategies 公司層面的策略,ORGANISATIONAL EMPHASIS 着 重 于 架 构 组 织,STRATEGIC EMPHASIS 着 重 于 策 略,Innovative Products 创新产品,Product Line Strategies 产品线層面的 策略,Corporate-wide

11、 Strategies 公司層面的策略,ORGANISATIONAL EMPHASIS 着 重 于 架 构 组 织,STRATEGIC EMPHASIS 着 重 于 策 略,Innovative Products 创新产品,Existing products 现有产品,Different levels of design practice 2 不同层面的设计应用 2,Different levels of design practice 3 不同层面的设计应用 3,從現有产品中区分出來,把产品規格作出传译,崭新概念和系统,创造系统 和品牌,Product Line Strategies 产品线

12、層面的 策略,Corporate-wide Strategies 公司層面的策略,ORGANISATIONAL EMPHASIS 着 重 于 架 构 组 织,STRATEGIC EMPHASIS 着 重 于 策 略,Innovative Products 创新产品,Existing products 现有产品,Designer as Interpreter,Designer as Differentiator,Designer as Planner,Designer as System Creator,设计师作为 系统创造者,设计师作为构造区分者,设计师作为策划人,设计师作为 传译员,Diff

13、erent levels of design practice 4 不同层面的设计应用 4,Product Line Strategies 产品线層面的 策略,Corporate-wide Strategies 公司層面的策略,ORGANISATIONAL EMPHASIS 着 重 于 架 构 组 织,STRATEGIC EMPHASIS 着 重 于 策 略,Innovative Products 创新产品,Existing products 现有产品,Designer as Interpreter,Designer as Differentiator,Designer as Planner,

14、Designer as System Creator,OEM 原配件生产,ODM 原设计生产,OBM 品牌管理,设计师作为 系统创造者,设计师作为构造区分者,设计师作为策划人,设计师作为 传译员,Different levels of design practice 5 不同层面的设计应用 5,Product Line Strategies 产品线層面的 策略,Corporate-wide Strategies 公司層面的策略,ORGANISATIONAL EMPHASIS 着 重 于 架 构 组 织,STRATEGIC EMPHASIS 着 重 于 策 略,Innovative Produc

15、ts 创新产品,Existing products 现有产品,OSM 策略管理,Different Levels of Corporate Activity 不同层面之企業活动,Question #5. What should be the role of design in product development? 问题五 设计在产品开发中担当什么角色？,Low 低,High 高,Time 时间,Possibility of Decision change 有机会在决策上有改动,Cost of development 开发成本,Get decisions right 作正确决定,Avoid

16、changes 被免改动,Product Development 产品开发,Decisions and costs 决策和成本,Concept 概念,Marketing and distribution 市场和销售,Market launch推出市场,Question #6. Do you want to add or create value? 问题六 你想增添或创造价值吗？,Adding value Modifying existing products and systems in current markets Creating value Opening new markets,Ad

17、ding and Creating Value 增值和创造价值,增 值 改良目前市场已有的产品和系统 创造价值 开创新市场,Question #7. How to manage design for adding or creating value? 问题七 如何管理设计以增添或创造价值？,Adding Value 1 增值 1,Existing Market 現 有 市 场,Market Share 市场占有率,Existing Market 現 有 市 场,Adding Value 2 增值 2,Market Share 市场占有率,Existing Market 現 有 市 场,Prod

18、uct大量生产Churning,ProductCovering 种类涵盖,Adding Value 3 增值 3,Creating value Markets do not exist, they are created. 创造价值 市场并不存在， 是创造出来的。,Creating Value - Extending the Market 1 创造价值扩展市场 1,Existing Market 現 有 市 场,New Outlets,New Concepts Of Use,New Technology,New Products,新产品,新经销 渠道,新应用概念,新科技,Market Shar

19、e 市场占有率,Creating Value - Extending the Market 2 创造价值扩展市场 2,Existing Market 現 有 市 场,New Markets 新市场,New Value 新价值,New Outlets,New Concepts Of Use,New Technology,New Products,新产品,新经销 渠道,新应用概念,新科技,Market Share 市场占有率,Question #8. 问题八 New value who decides what is value? 新的价值 谁来决定甚么是新的价值 ？,你的公司是以 制造者为本 还

20、是 用家为本？,Is your business producer-centred or user-centred?,Generic Value Chain as developed by McKinsey Venkatram Ramaswamy; M S Krishnan; “Consumer centricity,” InformationWeek; Apr 10, 2000.,Multiple Channels,Business and private users,Supplier network,Company,NEW VIEW 新观点,Design,Changes in Busine

21、ss Patterns 1 商务模式的转变 1,CONVENTIONAL VIEW 传统观点,Supply-chain management,Consumer firewall,供应链管理,设计,顾客障壁,Supply base,Distribution channel,Targeted consumers,Company,Design,公司,商业及个人客户,供应商网络,多种渠道,供应点 公司 设计 销售渠道 目标顾客,Conventional View Designers creating forms New View Designers creating systems enabling

22、users to take vital decisions Both will continue to coexist for the foreseeable future.,Changes in the Roles of Designers 设计师角色之转变, 传统观点 设计师从事外型创作 新观点 设计师创造出促使用家能作出重要决定的系统 两者在可见将来依然会共存,Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing t

23、o pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. That is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality.” 产品或服务的“品质”不是由供应商附加的。这是顾客能从中取得又愿意花费的。一般生产商把产品欠缺“品质”

24、的原因推作制造上的因难和成本高昂。这并不适当。顾客只会购买对他们有用和有价值的东西。并没有其它可建立“品质”的因素。 Drucker, Peter F. Innovation and Entrepreneurship: Practice and Principles. New York: Harper Row,1986, p.228.,Peter Drucker,Question #9 How can the viewpoints of business and user be reconciled? 问题九 怎样令公司和用家的观点达成一致？,Context of Design Practic

25、e: Production,设计实践的环境： 生 产,Context of Design Practice: Use,设计实践的环境： 应 用,Profit 利润,Human Values 人民价值,Context of Design Practice: Production and Use,Designers 设计师,Technology 科技,Institutions 机构,Context of production 生产环境,Economic Value 经济价值,Users 用家,Systems 系统,Meaning 含意,Context of Use 使用环境,Utility 功用,

26、设计实践的环境： 生 产 和 应 用,Context of Design Practice: Interface,设计实践的环境：界 面,Profit 利润,Human Values 人民价值,Designers 设计师,Technology 科技,Institutions 机构,Context of production 生产环境,Economic Value 经济价值,Users 用家,Systems 系统,Meaning 含意,Context of Use 使用环境,Utility 功用,界 面,Company 公司,Communication 传讯,Market 市场,User 用家,

27、Design,Advertising,Purchase,Interface,Interface 界面,Perception 认知,Linking Design Strategy,连结设计策略,设计,广告,购买,R&D 研究开发,Brand 品牌,Culture 文化,Law 法律,Financial Institutions财务机构,Potential,Techno-logy,Security,Profitability,Design,Patent Protection,Constraints,Acceptable values,Compatibility,Quality,Image,Stru

28、ctures,Fashion,Advert-ising,Integrity,Recognition,The Context of Design 2,Purchase,Interface,Taste,Perception,Company 公司,Commun-ication 传讯,Market 市场,User 用家,科技,设计,广告,购买,设计的环境 2,Some examples 一些案例,LTK Electric Wire (Huizhou) Ltd. Wire and cable plant, Shenzhen, China.,OEM Production 原配件生产,Dale Fahnst

29、rom design New product line Simple technology (aluminium sand-casting),ODM - From Commodities to Design: Eaglebrook, USA 原设计生产 - 由日用品至设计: Eaglebrook, USA, Cutting tools Design in all aspects of company activities,OBM - Design and Brand: Fiskars, Finland 品牌管理 - 设计及品牌 : Fiskars, Finland,Braun AB7 clock,Braun Blood Pressure Monitor,OSM - Design as Strategy: Braun, Germany 策略管理 - 设计作为策略,1950 1960 1970 1980 1990 2000,Home medical Clocks Lighters Pe