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2014 Harman
Enabling corporate design thinkingFrom technology to experience-driven products in 18 months
Harman Case
2014 Harman
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Product design boosted Designit Munich in the pioneering years.
2014 Harman
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Close collaboration with AKG
2014 Harman
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Harman . enabling corporate design thinking
2014 Harman
Harman wants to learn how to design.The challenge
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Shutting down Northridge Profound restructuring program for Harman
2014 Harman
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Ramping up Shenzhen Product development “At Speed”
2014 Harman
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2011Challenges
2014 Harman
Slow time to market
Small volumes
Weak value propositions
No design resources
Loss in market share
$400m in annual revenue
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Why Designit?
2014 Harman
Experienced - proven track record
Reliable – size matters
Calculable – fixed budget
Fast – talent and processes
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Harman . enabling corporate design thinking
2014 Harman
“Do you want to go to China for one year?”Mission
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Mission
2014 Harman
1. Implement Designit processes and methods.
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Mission
2014 Harman
1. Implement Designit processes and methods.
2. Build up a multidisciplinary Design Team with a global mindset
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Mission
2014 Harman
1. Implement Designit processes and methods.
2. Build up a multidisciplinary Design Team with a global mindset
3. Complete shift from technology driven to user centric approach
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Mission
2014 Harman
1. Implement Designit processes and methods.
2. Build up a multidisciplinary Design Team with a global mindset
3. Complete shift from technology driven to user centric approach
4. Restructure portfolio and improve value propositions accordingly
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Mission
2014 Harman
1. Implement Designit processes and methods.
2. Build up a multidisciplinary Design Team with a global mindset
3. Complete shift from technology driven to user centric approach
4. Restructure portfolio and improve value propositions accordingly
5. Create innovation through design thinking
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2014 Harman
Ni hao. Settling down in China
Harman . enabling corporate design thinking
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Shenzhen 1983 A fishermen village with a population of 30.000 .
2014 Harman
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2014 Harman
Shenzhen 2011 12 million people, 99% immigrants, $50 billion GDP
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2014 Harman
May 2011Masc and Maga taking off to China
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2014 Harman
Moved in......right next to the Eiffel Tower
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2014 Harman
Home sweet home.Generously sized… including strange details.
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2014 Harman
Kickstarting the Harman Design Center
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Challenge #1: Catching upIn the first months it was the two of us designing day and night...
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well... not only two but actually three.
2014 Harman
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Challenge #2: Installing a creative spaceHow many cubicals do you need?
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We got the warehouse...2014 Harman
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Right on. So we made a plan...
2014 Harman
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and visualized it.2014 Harman
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And after just 4 weeks...
2014 Harman
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... the Harman Design Center was ready to be populated with the first Designers.
2014 Harman
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2014 Harman
Challenge #3: Finding the right peopleHey, do you want to move to Shenzhen?
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...they said YES!2014 Harman
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2014 Harman
After 12 months we have become a big family.A truly multi-disciplinary, multi-national team.
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2014 Harman
Welcome to the corporate life.
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Bringing the own team up to speedImplementing Design Thinking Processes.
2014 Harman
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Your passion needs to be contageous Daily collaboration with the engineering team.
2014 Harman
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You have to manage your manager.Conducting workshops with the management team.
2014 Harman
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Politics are massive.Understanding everyone’s agenda.
2014 Harman
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Communication is key.Bilateral and multilateral.
2014 Harman
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2014 Harman
Making it happen
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Challenging the organisation,Defining new product concepts,Creating value propositions,Structuring the portfolio
2014 Harman
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2014 Harman
JBL PulseHarman Case
2014 Harman
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2014 Harman
JBL Authentics SeriesHarman Case
2014 Harman
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2014 Harman
Harman Case
2014 Harman
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Making it happen. 30 products in 18 months.2014 Harman
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2011Challenges
Slow time to market
Small volumes
Weak value propositions
No design resources
Loss in market share
$400m in annual revenue
2014 Harman
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2014Leaving Harman
50+ products launched in 2 years
Multiple SKU with over 1m volume
Focused on user centered innovation
Multi-disciplinary design team
61 design and innovation awards
$800m in annual revenue
2014 Harman
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New deck sectionTitle slide
Presentation Title
2014 Client Name
Part 01
2014 Harman
LearningsWhat would we do different?
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New deck sectionwith image background
2014 Client Name
Part 01
Presentation Title
Pioneer upfront Listen and understand the processes and structure first.
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1
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New deck sectionwith image background
2014 Client Name
Part 01
Presentation Title
Deadlines are fuzzySet your own milestones.The deadline sets the level of perfection.
2014 Harman
2
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New deck sectionwith image background
2014 Client Name
Part 01
Presentation Title
Design for the pricepointKeep it real
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3
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New deck sectionwith image background
2014 Client Name
Part 01
Presentation Title
Make CMF a key element of your strategy Have ammunition against all subjective arguments.
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4
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New deck sectionwith image background
2014 Client Name
Part 01
Presentation Title
Undecided details will haunt you forever.The details are not the details, they are the design.
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New deck sectionwith image background
2014 Client Name
Part 01
Presentation Title
Process is the key to design-thinking.Design-doing has become a commodity.
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6
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2014 Harman
Passion Forward.