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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’s Perceived Needs Feel that they need it or Wantswhere 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 processboth 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 goodsdisposable/food Or poorly design products
Durability is determined also by cost
lasts longerbetter materialshigh 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 unfriendlychange 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
Productappeal and standout against competition Positions where it sits in the market Price Promotion Placewhere 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:
1. New product developmentStyle, feature, quality and tends.
2. Product modification3. Product Rationalisations
Markets Target Segmentation Niche Mass
Market Variables
Demographics Socio-economic Geographic Psychological Lifestyle
NEW PRODUCT MANAGEMENT:
1. EXPLORING IDEAS research, opinions, surveys etc. In-depth investigations 2. SCREENING Idea analysis fully, necessary and unnecessary ideas set to review3. BUSINESS ANALYSIS cost, financials, budget4. DEVELOPMENTFurther development of idea, prototyping5. 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:
1. Identify target groups2. Develop specific objectives3. Calculate budget4. Decide on a key message5. Cost effective media6. Create the advertisement7. 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 INNOVATIONAustralians 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:
1. Improved technology2. A new need3. A opportunity to improve a design
Innovation in Australia:
Improve economic outcomes Social changes Environmental changes
PROCESS OF INNOVATION:
1. Appraising identifying needs and wants2. Research3. Design4. Making5. 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:
1. TIMING2. EMERGING/VIABLE TECHNOLOGY3. 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 BUSINESS5) 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.
QualitativeSurvey 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:
1. Ecological2. Economic3. Social4. Ethical5. 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 consumersafety and ethical issues
Protection of intellectual property protecting ideas Privacyprotection 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:
HYRDOWater, 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 designsNational 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
Copyright Protection from being copied and/or claimed by another party for ownership
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 PROCESSESDesign 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
1. Identifying the customer demand2. Designing product3. Product details are finalised4. Prototyping5. Marketing6. Production sequence7. Raw materials8. Plan and layout9. Tooling up for production10. Jobs, planed and workers are employed/trained11. Trial run beta test, or on site market testing12. Full scale production13. Product shipped14. 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 Workplace teams group/team to work together to increase productivity Mechanisations use of machines
Automation Robotics reduce labour and time Computerisations CAM, CAD. 3D software
COLLABORATIVE APPROACHES TO DESIGNDesign teams working together increased efficiency and productivity
TEAM:
Team leader/s Team members and specialisations
MANAGEMENT:
Set goals Assure all tasks are met Assure deadlines are met Allocation of resources in order to allow the best outcomes Can be Team leaders or not team leaders are often for watching over tasks to be produced,
whereas a non member can be a manager and work with the team as well. Leader makes more managerial decisions reporting progresses
COLLBORATIVE MANAGEMENTS:
Motivation worker moraleefficiency Management by objectives reporting of progress and goals are set TQM total quality management assures improved quality and customer satisfaction Value added management
Eliminating the unnecessary processes and designs
TYPES OF MANAGEMENT:
Autocratic: management that makes all major decisions Democratic: takes opinions and makes informed decisions Collegial: Team effort in decision making Laissez-faire: Independent work
COMMUNICATIONVERBAL
Talkingtones Expressions Language
WRITTEN
Literacy skills Tables and graphs
GRAPHICS UNIVERSAL
Drawings Paintings Symbols Images Signs Logos
VISUAL/AUDIO
Sound Video Music E.g. Morse code
TACTILE
Touch Texture E.g. Braille, handshakes
ELEMENTS OF COMMUNICATION PROCESS
Effective and clear message Transmitted and sent clearly Message must be received and understood by receivers Messages may be stored and responded to
COMMUNICATION CYCLE
SENDER Connection INTERMEDIATE RECIEVES AND DECODESStores information Responds to message BACK TO SENDER
EVALUATION FOR COMMUNICATION
Clarity, presentation, eases of understanding and retention of information.
Communication media
Personal communicationBody language, speech, music, graphics and writing
Mass media movies, books, magazines, television and radio
Mechanical/Electronic computers, word processing, internet and email.
TelecommunicationsRadio waves, light waves (optic fibre) or electrical
Fibre optics Light waves. Secure and can’t be hacked.
VISUAL SOLUTIONS
Sketches, concepts
1. Thumbnail sketches 2. Rough sketches quick and idea plotting3. Concepts increased detail for better visualisations4. Technical drawing detailed for finalising concept5. Rendered concept and design finalised to observe in near reality state:
colours and presentation e.g. CAD
MANGEMENT Planning Organising Implementing Evaluating
Planning:
Setting goals Preventatives against failure Mission statement Strategy plans etc. Operative plans
Organising:
Arranging who and what has to do and be done Plans on the target market who or what is being done for
Implementing:
Plan taken into ACTION Minor changes and revisions are made (evaluation)
Evaluation:
Throughout process, and at the end Examine progress and success/failures
FACTORS AFFECTING MANAGEMENT
1) People skills communication and understanding (context, values, demographics etc). Also ability to negotiate and draw interest
2) Thinking skills Able to address issues and problems quickly, think logically and creatively3) Technical skillsHigh level of skill in most areas. Knowledge of services applicable to projects.
SKILLS
Setting priorities for needs and wants Identifying available resources Clarifying values Setting goals Setting standards Seeking possible alternatives Evaluating costs and benefits of each alternative Making task descriptions and sequences Evaluation throughout the process and at the end Documentation
SETTING PRIORITIES: NEEDS AND WANTS
What’s more important?
Physical needs food and shelter Psychological needs family, friends and relationships Perceived needs material items, clothing, internet and mobile phones.
IDENTIFYING AVAILALE RESOURCES
Knowing what is available and what is possible and cost effective without compromising quality Efficiency is also important
RESOURCES:
Human:
Time, knowledge, energy and skills
Non-Human:
Tools, books, information, materials etc.
CLARIFYING VALUES:
Understanding values personal and market/community values
Moral honesty and integrity Materialitems and appropriateness Aesthetic appropriateness and visual appeal Social Values regarding, friendships, family, social groups, relationships etc. Cultural context, traditions, religion and customs
Clarifying values determines what is really important or imperative to a person
SETTING GOALS:
Short term: part by part, or daily goals on a regular basis (small and easy to achieve) Long term: Final or Extensive time. Goals that are based on an accumulative effort. Make be
a week to several years.
SETTING STANDARDS:
Setting a standard assure a path to follow Assuring personal and communal satisfaction