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