管理设计以创新.ppt

1stInternationalDesignManagementSymposium,Shanghai2006上海国际设计管理高峰会JohnHeskettChairProfessorofDesign设计系讲座教授TheHongKongPolytechnicUniversity香港理工大学,TENSTEPSTOHEAVEN:Managingdesignforinnovation.,拾级而上,管理设计以创新,Question#1.Whatisdesign?问题一何谓设计？,DesignasArt?设计作为艺术?,orArtasCosmeticDesign?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JonathanAdler,DesignasArt设计作为艺术,ShapeColorTextureTrendsMeaning,AestheticsStylingDecoration,Form外型,DesignTools设计工具,DesignasaComplexBusinessActivity设计作为复杂的商业活动,ShapeColorTextureTrendsMeaning,AestheticsStylingDecoration,Industrial/ProductDesign工业/产品设计,Form外型,Function功能,Marketability销售性,UsePurposeErgonomicsEnvironmentLifestyle,Manufacturability生产性,MaterialsProcessTechnologyDurabilityReliability,PricePositionCompetitionDistributionBrand,InteractionUser-centredErgonomics,EngineeringEconomyRecycling,StrategicDesignSystemsDesignCulturalFactors,DesignTools设计工具,Question#2.Howdoyouknowwhatnewproductstodevelop?Maybeyouhaveagoodidea(buthowdoyouknowifotherpeoplewillthinkitagoodidea?)Oryoumightneedtodosomeresearch.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。,ResearchMarketresearchWhatothersaredoingTechnologicaltrendsNewpossibilitiesSocial/culturaltrendsWhatishappeninginsocietyUserobservationDiscoveringandunderstandingneeds,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,Researchisabasisforcreativesolutionsthatcanhaveverydifferentcharacteristics.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。Asimpleexample:Howtoextractjuicefromalemon.一个简单的例子：如何榨取柠檬汁.,调研,Research,Howtoextractjuicefromalemon.Pressalemon.Separatejuicefromthepulpandseeds.Applyjuicetofurtheruse.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,Whichworksbest?那個最好用？Whichwouldyoubuy?你会买那一個？,Question#3.Whatkindofdesignersdoyouneed?问题三你到底需要那一种设计师？,engineeringdesign,productdesign,industrialdesign,ceramicdesign,decorativedesign,graphicdesign,illustrationdesign,informationdesign,typographicdesign,advertisingdesign,packagingdesign,branddesign,interiordesign,fashiondesign,textiledesign,patterndesign,softwaredesign,systemsdesign,interactivedesign,Question#4.Wheredoyoupositiondesigninyourcompany?问题四你如何把设计在公司内定位？,Designisdiverse,ithasmanyaspects,whichcanbeconfusing设计是多种多样的，有着许多方向，可能是有点混洧的butitalsooffersmanystrategicchoices但它亦提供许多策略性的选择soyouneedtotakedecisionsthatarerightforyourcompany.所以你必需决定甚么才是适合你公司的。,DiversityandChoice多样性及选择,Differentlevelsofdesignpractice1不同层面的设计应用1,Corporate-wideStrategies公司層面的策略,ORGANISATIONALEMPHASIS着重于架构组织,STRATEGICEMPHASIS着重于策略,InnovativeProducts创新产品,ProductLineStrategies产品线層面的策略,Corporate-wideStrategies公司層面的策略,ORGANISATIONALEMPHASIS着重于架构组织,STRATEGICEMPHASIS着重于策略,InnovativeProducts创新产品,Existingproducts现有产品,Differentlevelsofdesignpractice2不同层面的设计应用2,Differentlevelsofdesignpractice3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,ProductLineStrategies产品线層面的策略,Corporate-wideStrategies公司層面的策略,ORGANISATIONALEMPHASIS着重于架构组织,STRATEGICEMPHASIS着重于策略,InnovativeProducts创新产品,Existingproducts现有产品,DesignerasInterpreter,DesignerasDifferentiator,DesignerasPlanner,DesignerasSystemCreator,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,Differentlevelsofdesignpractice4不同层面的设计应用4,ProductLineStrategies产品线層面的策略,Corporate-wideStrategies公司層面的策略,ORGANISATIONALEMPHASIS着重于架构组织,STRATEGICEMPHASIS着重于策略,InnovativeProducts创新产品,Existingproducts现有产品,DesignerasInterpreter,DesignerasDifferentiator,DesignerasPlanner,DesignerasSystemCreator,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,Differentlevelsofdesignpractice5不同层面的设计应用5,ProductLineStrategies产品线層面的策略,Corporate-wideStrategies公司層面的策略,ORGANISATIONALEMPHASIS着重于架构组织,STRATEGICEMPHASIS着重于策略,InnovativeProducts创新产品,Existingproducts现有产品,OSM策略管理,DifferentLevelsofCorporateActivity不同层面之企業活动,Question#5.Whatshouldbetheroleofdesigninproductdevelopment?问题五设计在产品开发中担当什么角色？,Low低,High高,Time时间,PossibilityofDecisionchange有机会在决策上有改动,Costofdevelopment开发成本,Getdecisionsright作正确决定,Avoidchanges被免改动,ProductDevelopment产品开发,Decisionsandcosts决策和成本,Concept概念,Marketinganddistribution市场和销售,Marketlaunch推出市场,Question#6.Doyouwanttoaddorcreatevalue?问题六你想增添或创造价值吗？,AddingvalueModifyingexistingproductsandsystemsincurrentmarketsCreatingvalueOpeningnewmarkets,AddingandCreatingValue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.Howtomanagedesignforaddingorcreatingvalue?问题七如何管理设计以增添或创造价值？,AddingValue1增值1,ExistingMarket現有市场,MarketShare市场占有率,ExistingMarket現有市场,AddingValue2增值2,MarketShare市场占有率,ExistingMarket現有市场,Product大量生产Churning,ProductCovering种类涵盖,AddingValue3增值3,CreatingvalueMarketsdonotexist,theyarecreated.创造价值市场并不存在，是创造出来的。,CreatingValue-ExtendingtheMarket1创造价值扩展市场1,ExistingMarket現有市场,NewOutlets,NewConceptsOfUse,NewTechnology,NewProducts,新产品,新经销渠道,新应用概念,新科技,MarketShare市场占有率,CreatingValue-ExtendingtheMarket2创造价值扩展市场2,ExistingMarket現有市场,NewMarkets新市场,NewValue新价值,NewOutlets,NewConceptsOfUse,NewTechnology,NewProducts,新产品,新经销渠道,新应用概念,新科技,MarketShare市场占有率,Question#8.问题八Newvaluewhodecideswhatisvalue?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是用家为本？,Isyourbusinessproducer-centredoruser-centred?,GenericValueChainasdevelopedbyMcKinseyVenkatramRamaswamy;MSKrishnan;“Consumercentricity,”InformationWeek;Apr10,2000.,MultipleChannels,Businessandprivateusers,Suppliernetwork,Company,NEWVIEW新观点,Design,ChangesinBusinessPatterns1商务模式的转变1,CONVENTIONALVIEW传统观点,Supply-chainmanagement,Consumerfirewall,供应链管理,设计,顾客障壁,Supplybase,Distributionchannel,Targetedconsumers,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,ConventionalViewDesignerscreatingformsNewViewDesignerscreatingsystemsenablinguserstotakevitaldecisionsBothwillcontinuetocoexistfortheforeseeablefuture.,ChangesintheRolesofDesigners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,Qualityinaproductorserviceisnotwhatthesupplierputsin.Itiswhatthecustomergetsoutandiswillingtopayfor.Aproductisnotqualitybecauseitishardtomakeandcostsalotofmoney,asmanufacturerstypicallybelieve.Thatisincompetence.Customerspayonlyforwhatisofusetothemandgivesthemvalue.Nothingelseconstitutesquality.”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”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,PeterF.InnovationandEntrepreneurship:PracticeandPrinciples.NewYork:HarperRow,1986,p.228.,PeterDrucker,Question#9Howcantheviewpointsofbusinessanduserbereconciled?问题九怎样令公司和用家的观点达成一致？,ContextofDesignPractice:Production,设计实践的环境：生产,ContextofDesignPractice:Use,设计实践的环境：应用,Profit利润,HumanValues人民价值,ContextofDesignPractice:ProductionandUse,Designers设计师,Technology科技,Institutions机构,Contextofproduction生产环境,EconomicValue经济价值,Users用家,Systems系统,Meaning含意,ContextofUse使用环境,Utility功用,设计实践的环境：生产和应用,ContextofDesignPractice:Interface,设计实践的环境：界面,Profit利润,HumanValues人民价值,Designers设计师,Technology科技,Institutions机构,Contextofproduction生产环境,EconomicValue经济价值,Users用家,Systems系统,Meaning含意,ContextofUse使用环境,Utility功用,界面,Company公司,Communication传讯,Market市场,User用家,Design,Advertising,Purchase,Interface,Interface界面,Perception认知,LinkingDesignStrategy,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,FinancialInstitutions财务机构,Potential,Techno-logy,Security,Profitability,Design,PatentProtection,Constraints,Acceptablevalues,Compatibility,Quality,Image,Structures,Fashion,Advert-ising,Integrity,Recognition,TheContextofDesign2,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,Someexamples一些案例,LTKElectricWire(Huizhou)Ltd.Wireandcableplant,Shenzhen,China.,OEMProduction原配件生产,DaleFahnstromdesignNewproductlineSimpletechnology(aluminiumsand-casting),ODM-FromCommoditiestoDesign:Eaglebrook,USA原设计生产-由日用品至设计:Eaglebrook,USA,CuttingtoolsDesigninallaspectsofcompanyactivities,OBM-DesignandBrand:Fiskars,Finland品牌管理-设计及品牌:Fiskars,Finland,BraunAB7clock,BraunBloodPressureMonitor,OSM-DesignasStrategy:Braun,Germany策略管理-设计作为策略,195019601970198019902000,HomemedicalClock