管理设计以创新

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？NewYorkTimesMagazine1Dec.2002纽约时代杂志二ＯＯ二年十二月一日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｜JonathanAdlerDesignasArt设计作为艺术ShapeColorTextureTrendsMeaning…AestheticsStylingDecorationForm外型DesignTools设计工具DesignasaComplexBusinessActivity设计作为复杂的商业活动ShapeColorTextureTrendsMeaning…AestheticsStylingDecorationIndustrial/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-centredErgonomicsEngineeringEconomyRecyclingStrategicDesignSystemsDesignCulturalFactorsDesignTools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。ResearchMarketresearchWhatothersaredoingTechnologicaltrendsNewpossibilitiesSocial/culturaltrendsWhatishappeninginsocietyUserobservationDiscoveringandunderstandingneeds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ResearchHowtoextractjuicefromalemon.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1Corporate-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2DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsandbrandsDifferentlevelsofdesignpractice3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DesignerasInterpreterDesignerasDifferentiatorDesignerasPlannerDesignerasSystemCreator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4DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsandbrandsProductLineStrategies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DesignerasInterpreterDesignerasDifferentiatorDesignerasPlannerDesignerasSystemCreatorOEM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5DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsandbrandsProductLineStrategies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IncreasingValueandRisk价值和风险之递增ODMOriginalDesignManufacture原设计生产OBMOriginalBrandManagement品牌管理OSMOriginalStrategyManagement策略管理OEMOriginalEquipmentManufacture原配件生产Product-lineCorporate-wide公司层面产品线层面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Minimumchangedesirable;maximumcost极小改动理想的；成本最高MaximumChangepossible;MinimumCost极大改动可能的；成本最低Marketlaunch推出市场Question#6.Doyouwanttoaddorcreatevalue?问题六你想增添或创造价值吗？•AddingvalueModifyingexistingproductsandsystemsincurrentmarkets•CreatingvalueOpeningnewmarketsAddingandCreatingValue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1ExistingMarket現有市场MarketShare市场占有率ExistingMarket現有市场AddingValue2增值2Marke