DESIGN & INNOVATIVE WORKSHOPDESIGN & INNOVATIVE WORKSHOP FOR MEXICAN CRAFTSMENFOR MEXICAN CRAFTSMEN

P R O J E C T

MDI. Diana Albarrán, MDI. Cecilia Arredondo, Ing. Carolina Lizárraga

MODERN DESIGN AND TRADITIONAL CRAFTSMANSHIP MODERN DESIGN AND TRADITIONAL CRAFTSMANSHIP IN JAPANIN JAPAN

JICA SCHOLARSHIP 2009

B A C K G R O U N D [PROJECT] B A C K G R O U N D [PROJECT] VISITS

K I M O N O "thing to wear"

KIMONO 05.15.09

OBSERVATIONS:•Process standardization•Product Life cycle •Use of technology (pattern process)•Quality

•Since 16 th Century •300 years of wearing•Seasonal wearing

Techniques:•Silk made •Yuzen dyeing•Sumi-e Painting

WOOD CARVING

WOOD CARVING 06.04.09

OBSERVATIONS:•Lean work cells•Technique •Learning from generation to generation•Order sytem / •under request•Quality

GOLDEN LEAF

HAKUYA NOGUCHI

GOLDEN LEAF. 06.09

OBSERVATIONS:•Work Family •Different use of the material•Diversity of techniques•Quality

•Thickness:0.0001 mm and 0.0002 mm•Gilding technique

U R U S H I ¨Japanese wood lacquer¨

URUSHI . 06.09

OBSERVATIONS:•Lean work cells•Process standardization•Quality

•Urushi is a kind of natural lacquer collected from the Urushi tree.

W A G A S H I ¨Japanese sweets¨

WAGASHI . 08.09

OBSERVATIONS:•Precise in details•Tools for standardizethe product´s size.

Wagashi Wagashi is very healthy, as it contains natural ingredients such as a variety of beans, grains, gelatins, potatoes, sesames and sugar.

KAZARI KANAGU ¨Decorative Metalwork¨

KAZARI KANAGU 08.09

OBSERVATIONS:•Process •Improvement of alloymaterial.•Lean work cell.•Learning from generation to generation•Quality

¨Our aim is to pass on to future generations the highly developed traditional skills of hand-crafted work that have come down to us and create even finer objects in our turn¨Yoshitaka Morimoto

Japan [definition ]

職人craftsman =shokunin

職人の技能shokunin no gino = the man who make the thing

職人魂

Craftsmanship = soul & spirit

Crafts:

The creative activity and permanent production of objects, hand made or help by simples machines to achieve individualized result, determined by cultural patterns, environment and its historical development.“

Craftsman :

Every person that realize a creative manual activity or transform the material with their knowledge , technique and artistic abilities. Work independent and derives its livelihood primarily from this work and transformed into useful goods or services, by their physical and mental effort."

México [definition]

•¨God is in beautiful things¨

•¨God would be happy and kind¨

•Hand made expensive .

•Students are more interested.

•Self certification .

[MEXICAN CRAFTS SITUATION ]SECTRUR en el 2006 reportó

Una afluencia de 35 millones de turistas nacionales y 9 millones internacionales Ejercieron un consumo artesanal de 884 de dólares. 88% compras por turistas nacional y el 12% internacionales.

FONART 4 mil 966 artesanos de 25 estados de la república mexicanaProgramas de Capacitación Que tienen como propósito la optimización de sus condiciones productivas.,Asistencia TécnicaFinanciamiento a la ProducciónAdquisición de Artesanías Concursos de Arte PopularPresupuesto de 12 millones 530 mil pesos, durante el primer semestre del 2009

First Semester of 2009 Mexican government has a budget for mexican crafts and craftsman $946,000 USD.

•Craftsman in Mexico: 8 million ( FONART, 2006).

•Knowledge of techniques and ability pass from generation to generation.

•No craft university

•Basic income for leaving/ variable income

•Devalued

•Street sellers

• Low growth and innovation

[MEXICAN CRAFTS SITUATION ]

•First Semester of 2009 Mexican government has a budget for Mexican crafts and craftsman $946,000 USD.

•Governmental institutions Development of Arts and Crafts (FONART). They gave training and technically assisting for improving.

This training program are temporal.

ConceptGDP

(millions US$)

% of the total national

Country total 99,051 100

Total turístico 8,094 8.2

Total tourism 964 1.0

Crafts 394 0.6

Share of Gross Domestic Product craft 2006

Fuente: INEGI, 2008

[GDP OPPORTUNITY ]

Fuente: INEGI, 2008

$ US Millions

Tourism Influx:

•35 Millions of National Tourism • 9 Millions International Tourism Crafts consumption exerted a scale of 884 million dollars 88% purchases by national tourists and 12% internacional tourists.

SECTUR 2006(Mexican Secretary of

Tourism)

Workshop M A N U A L

DESIGN & INNOVATIVE WORKSHOP FOR MEXICANS CRAFTSMEN

Craftsman Designer Market

Design ProcessMarketing Tools

Creative TechniqueManufacturing Process

Innovative crafts High quality

Traditional (crafts)products

[REASON ] [ PROJECT ]

T o create this…

DESIGN GUIDE FOR CRAFTSMEN

[PRODUCT CYCLE ]

[MANUAL BASICS ]Meaning of craft

Meaning of

craftsman

[TAPETE TIANGUIS][ Market Analysis]

PRODUCTANALYSIS

+MARKET

STRATEGIES ACTIVITY

Objectives :•Create a new PERSONA •Define the user (age, gender,etc.)•Be familiar with new environments•Find new gaps•Find solution, strategies.

EXTRA

[TAPETE TIANGUIS][ Market Analysis]

STAR

COW DOG

MOUSE

MA

RKET GRO

WTH

REALTIVE MARKET SHARE

+

-

+ -

- products that are in high growth markets-generate high amounts of -income

-a low share of a low growth market.-They do not generate cash- Problem

-low share of a high growth market-consume resources and generate little in return- Create strategies to became a star

-products with a high share of a slow growth market.-generate more than is invested in them.

[TAPETE TIANGUIS][ Market Analysis]

BCG MATRIX Is based on the product life cycle theory that can be used to determine what priorities should be given in the product portfolio of a business unit.

•Market share •market growth

By : Boston Consulting Group's

[Imaginary FRIEND ][ Market Analysis]

Objectives :•Create a new PERSONA •Define the user (age, gender,etc.)•Be familiar with new environments•Find new gaps•Find solutions.

NEW MARKET

ACTIVITY EXTRA

[Imaginary FRIEND ][ Market Analysis]

•Geographic segmentation•Demographic segmentation •Psychographic segmentation•Behavioral segmentation

Consumer Market Segmentation

[IDEAS ][ Design CreativeTechniques ]

Objectives :•Give more value to products•Spread cultural traditions•Give more cultural identity to the products•Generate new ideas

NEW CONCEPT

ACTIVITY EXTRA

TraditionsLegends Stories

Cultural icons

¨a conference technique by which a group attempts to find a solution for a specific problem by amassing all the ideas spontaneously by its members¨

By :Alex Osborn´30

Brainstorming Technique

[IDEAS ][ Design Creative Techniques ]

[LUCKY LOTTERY ][ Design CreativeTechniques ]

Objectives :

• Stimulate the creativity.•Thinking out of the box•Change is opportunity

NEW PROPOSALS

ACTIVITY EXTRA

[LUCKY LOTTERY ][ Design CreativeTechniques ]

Loteria(Mexican lottery game)

HARVEY CARDS Harvey Cards are a simple but

effective set of techniques for new ideas.

Thought-stimulating words included in the Harvey cards include animate, contradict,

substitute, distort, isolates and combine.

[SPIN ,SPIN & CHANGE][ Design Creative Techniques ]

Objectives :-Identify the object components-Create from existing products-See the relationship between components-Identify the relationship between

material , function, process and shape.

ACTIVITY EXTRA

Re-Design

Diseño. Historia, teoría y práctica del diseño industrial

Bernhard E. Bürdek

Fundamentos del diseñoWucius Wong

[SPIN ,SPIN & CHANGE][ Design Creative Techniques ]

[Develop ][ Design & Engineering]

Objectives :- Asking questions about the proposals.- Original idea?, Can be manufacturing?, Competition has similar products?, Be sold?

ACTIVITY EXTRA

DEVELOP

?

[Step by step][Engineering]

Objectives :- Re organize the working area - Material, tools, storage area, etc.

ACTIVITY EXTRA

IMPROVEWORKING

AREA

5´s •It is a Japanese technique developed in

the 80´s oriented to working groups, which emphasize behaviors that allow a better work environment clean and tidy.

•5S is the Japanese concept for House Keeping.

•The founder of Toyota, Sakichi Toyoda, his son Kiichiro Toyoda, and their chief engineer, Taiichi Ohno, developed the

ToyotaProduction System.

[Step by step][Engineering]

Seiri (整理 ) Clasify

Seiton (整頓 )Order

Shitsuke (躾 )Discipline

Seisō (清掃 )Clean

Seiketsu (清潔 ):Standardizing

[Evaluation TABLE][Engineering]

Objectives :

- The purpose of this evaluation table is to determine which products are feasible to produce.

ACTIVITY EXTRA

EVALUATION

[PRODUCT Evaluation ][Design & Engineering]

VARIABLE DEFINITION VALUE/ IMPORTANCE CLASIFICATION RESULT

FUNCTIONDoes it work for what is produced? Do you understand the function? Is it easy to use?

5 4 20

AESTHETICS

Does it look attractive, beautiful? Colors go with the product?Is it related to the use that will be given? 4 4 16

RESISTENCEWill survive the use that will be given? Assembly? Protection? 3 3 9

TRANSPORTATION Is it easy to transport? Takes a lot of space? 2 2 4

INNOVATIVE

Is there another same or similar product on the market? Is the idea new? 1 2 2

TOTAL 51

PRODUCT EVALUATION

Evaluation

If a business wants to grow and increase profitability is necessary to increase

productivity. The purpose of this evaluation table is to determine which

products generate profits and which are not. According to the theories of

productivity and costs analysis, variables involved in the process are numerous,

however for the implementation .

[Evaluation TABLE][Engineering & Marketing]

EVALUATION OF MANUFACTURING AND MARKETING

VARIABLE DEFINITION VALUE CLASSIFICATION RESULTS

UTILITY

How much I cansell?

How much will I earn net, removing the expense? 4 3 12

POPULARITY /MARKETSell well compared to other products? Is it popular, liked

by the customers?3 4 12

RESOURCES:HUMAN/MATERIALS

How much does it cost me the materials? Is it difficult to get

it? Would you pay to the other (s) employee (s)?

2 3 -6

ELABORATION TIME

How long will it takes to complete one? Is it long or short compared to other

products?

1 2 -2

TOTAL 16

Objectives :•Create a new PERSONA •Define the user (age, gender,etc.)•Be familiar with new environments•Find new gaps•Find solutions.

REGISTER&

PORTFOLIO

[REGISTER TABLE][Engineering]

ACTIVITY EXTRA

[PRODUCT CARD][Engineering]

DRAWING DIMENSIONS PROCESS DESCRIPTION MATERIALS LIST NOTES

TECHNIQUE:

SPIRAL ROLLING2 KG. MIMBRE

6M. WHITE THREADI LITER OF GLUE

COMMENTS / EXTRA DETAILSCOLOR

LENGTHX WIDTH X HEIGHT

[WORKSHOP ACHIEVE ][ NEXT STEP]

ORGANIZATION (provide funds)

CFAFTSMEN GROUPS

TrainersDesigners – Engineers.

Workshop ( 3 or 5 weeks )One product

Craftsmen by themselves will make a product with the manual techniques

And provide resources for manufacture.

2 months – 3 months

Presentation of this new collection form by the craftsmen , exhibition

and contest.