工業設計

Feb 21, 2011Tim McKeown

B&PE Industrial Design Update

The Value of Design

2

Overview

» Design’s mission and value proposition

» Process

▪ NPD Roles & Responsibilities (CDI)

▪ Design as a function

▪ VDL Design Strategy

» Deep Dive on Teutonia VDL

▪ Process

▪ Toolkit

» Vision

▪ Position of Design

▪ Higher Design Average

▪ Driver of Innovation

▪ Experience Design /Perceived Quality

» Q&A

3

Design’s Mission

» Vision of Newell Rubbermaid – Brands That Matter

» Values – Growing Brands That Matter to Consumers

» Strategy

▪ Create Consumer Meaningful Brands

▪ Drive Consumer Relevant Innovation

▪ Achieve Best Total Cost

▪ Win with Customers/Consumers – Beat Competition

» Key Initiative

▪ Building Brands

▪ Best in class insights, innovation, brand building capability

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Design’s Mission

» Design is more than about Style

BRAND DRIVERS

Brand

Inno

vatio

n

Strategy

Design

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Design’s Mission

» Design delivers the right balance

BRAND DRIVERS

Brand

Design

Competition ConsumerDifferentiation Relevance

Authentic

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Design’s Mission

» Experiencing Brand

EXPERIENCE

BRAND DRIVERS

ENVIRONMENTS

RETAIL

COMMUNICATIONS

A&P

SERVICES

PRODUCTS

What is Industrial Design?

» The professional service of creating and developing concepts and specifications that optimize the function, value and appearance of products and systems for the mutual benefit of both user and manufacturer.

» ID exists within the context of cooperative working relationships with other members of a development group. Typical groups include management, marketing, engineering and manufacturing specialists. The industrial designer expresses concepts that embody all relevant design criteria determined by the group.

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Source: IDSA

Value Proposition of ID at B&PE

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For…target customer

Baby & Parenting Essentials business; Graco, Aprica, Teutonia brands

Who…customer need

Need to build brand and gain share by leading the market with consumer driven innovations

We Provide…offering

Consumer empathy and industry understanding, creative problem solving skills and frameworks, the ability to synthesize multiple inputs/constraints and visualize/prototype multiple compelling solutions that inform a team of development partners/disciplines and delivers to a co-created design brief.

That…delivered benefits

Are recognizable branded product solutions which are relevant to target end consumer needs and expectations and are clearly differentiated from competitors on both a functional and emotional level.

Unlike…alternatives available

Following competitive or existing offerings in the market

We …distinguishing advantages of the offering

Provide solutions that connect target consumers to our brands through designed product experiences that are desirable, usable, and unique. We deliver better perceived quality that is measurable and noticeable.

Design Matters

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Process

Marketing

EngineeringIDOvercome perceptual gaps among team members of different disciplines

Use understanding of consumer to maintain interests-based negotiations

Prioritize design, cost, functionality

Focus on team empowerment and discipline understanding

Source: Cagan & Vogal 2002

Marketing

Eng. Design

Fashion

Soft

goods

POP

Packaging Supply

» NPD Roles and Responsibilities

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Process

Marketing

Eng. Design

Consumer

Technology

Supply Chain

» NPD Shared Dimensions

Source: Cagan & Vogal 2002

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Process

» Design as a function is fragmented in BPE

ID / UX Soft GoodsFashion /

CMF

Graphics/

Packaging

User Manual

Labels

R&D R&D Region Brand R&D

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Process

» Design has a key role in CDI

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Process

» VDL Strategy – Building Brands that Matter

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Process

» VDL Strategy – Benefits

▪ Make it easier for the consumer to BUY– Create relevant design solutions that are differentiated

▪ Make it easier for the sales team to SELL– Communicate company’s unique values

▪ Make it easy to BUILD BRAND equity– Increase awareness, preference, and loyalty by connecting

with consumers on an emotional and functional level

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VDL: Visual Design Language

» Save time and $ …….increase customer loyalty

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Process

» VDL Strategy - Situation ▪ Sea of Sameness – Subtle Brand Experience

CHICCO

Contemporary

Smart

Simple

GRACO

Traditional

Value

Safe

BABY TREND

Value

Cleaver Features

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VDL Dashboard 2004-2008

Design Position

Hard Goods

Soft Goods

Color / Material

& Finishes

On Product

Branding

Accessories

Design flexibility

Soft & UsableGeometric

Contrast of Hard & Soft

Organic, Bio-Mimicry

(W.I.P.)

Usable & Intuitive by Design Precision & Quality you can feel

Uncompromising LuxuryComfort, Cushion, Cleanable

Collection Based Influence Serious About Precision & Detail

Express Your IndividualityCollection Based

Subtle, Elegant , IconicPerformance Branding

Reflects Target User Design You Can Customize

Inspired by Purity of Nature

Honest & Pure

Serene & Simple

Clear & Present-Easy to Spot

Tools to Help Parents

Color & Fashion Only

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Process

» VDL Strategy – Project Structure

APPEARANCEINVENTORY

BEST PRACTICEBENCHMARKING

SITUATION ANALYSIS VISUAL POSITIONING LANGUAGE DEVELOPMENT

A

B

C

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Core ValuesEnduring aspects of the brand

Visual PositioningUnique visual personality

Design PrinciplesPhysical/Digital attributes

Signature Elements

Tangible element

Positioning that is relevant to the target consumer. Determines the visual tone of a brand in the context of other brands

Design philosophy attributes that help define form, relationships, interfaces, etc“dynamic rhythm” for example

Physical or interface details in combination with the Principles, Positioning and aligned to the Core Values are the makeup of the Design Language – These are updated over time.

This is the DNA or heritage of the brand - the consistent relationship with consumers – it rarely changes

» Strategy Architecture

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Core ValuesEnduring aspects of the brand

Visual PositioningUnique visual personality

Design PrinciplesPhysical/Digital attributes

Signature Elements

Tangible element

Design philosophy attributes that help define form, relationships, interfaces, etc“dynamic rhythm” for example

Physical or interface details in combination with the Principles, Positioning and aligned to the Core Values are the makeup of the Design Language – These are updated over time.

This is the DNA or heritage of the brand - the consistent relationship with consumers – it rarely changes

Fixed

Design Application

» Strategy Architecture

Positioning that is relevant to the target consumer. Determines the visual tone of a brand in the context of other brands

Design Theory

Unique Position

Built on the Brand

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Deep Dive on Teutonia VDL

» Project Activities

Analyze brand

strategy

& Product

platforms

A: Create Concepts

B: Refine key elements

Toolkit

Creation

Phase 1 Phase 2 Phase 3 Phase 4Phase 0

2 weeks 3 weeks 9 weeks 3 weeks

Identify strong brand

elements

& functional attributes

Competitive

Analysis

4 weeks


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» Phase 0: Competitive Analysis


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25



26



27



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» Phase 1: Analyze Brand Strategy and Product Platforms


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» Phase 1: Analyze Brand Strategy and Product Platforms


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» Phase 2: Identify Strong Brand Elements

▪ The Beauty of German Engineering


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▪ Superior Comfort


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▪ Expression of Individuality


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ELEMENTAL

HARD

SOFT

ORGANIC

ELEMENTAL

SOFT

CONTROLLED

ORGANIC

TEUTONIA VDL POSITIONING


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» Phase 3: Create Concepts


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» Phase 4: Toolkit

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Vision

» Position of Design

Designer

is

Royalty

Designer

as a

Partner

Designer

As a

Cop

Designer

as a

Service

Source: Rob Moore, IIT 2001

Participation with Management

Corporate D

esign Strategies

Responds to Management

Pro

duct

Des

ign

Str

ateg

ies

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Vision

» Designer as Royalty

APPLE

HERMAN MILLER

MICHAEL GRAVES

PHILIPE STARK

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Vision

» Designer as Service

SUNBEAM / OSTER

SHARP

FRIGIDARE

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Vision

» Designer as Cop

KENMORE

DELLCUISINART

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Vision

» Designer as Partner

OXO

HP

ELECTROLUX

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Vision

» Higher Design Average – Design Reviews

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Vision

» Driver of Innovation▪ Move Design Upstream to add value, downstream to

ensure design quality, communicate added values

▪ Influence and role of Design in CDI / INNOVATION

Plan Invent Develop Make Sell

Brand

MS 0

Discovery

PhaseGate 1

MS 1

Definition

PhaseGate 2

MS 2

Design

PhaseGate 3

MS 3

Development

PhaseGate 4

MS 4

Deployment

PhaseGate 5

MS 5

Delivery

Phase

Post

Launch

Audit

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Vision

» Experience Design

▪ Attract consumer on both rational and emotional level

▪ Brands that Matter = Meaningful Experiences

USABLEUSEFUL

DESIRABLE

User perceives the functions as useful and

fit the task

User can accomplish tasks effectively,

efficiently, sense of satisfaction

Emotional connection

Attraction, Brand Value, Perceived Quality

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Vision

» Experience Design

▪ Attract consumer on both rational and emotional level

▪ Brands that Matter = Meaningful Experiences

USABLEUSEFUL

DESIRABLE

Ethnography

Contextual Research

Participatory Design

Requirements Definition

Pro Assessments

Studies with consumers

Field trials

Lab studies

VDL – Brand

PQ - Perceived QualityScenario based design

On Trend

Q&A

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Thanks

Backup Slides

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Vision - PQ

» Anecdotal evidence and internal knowledge tell us that consumers are great at comparing the level of perceived quality (PQ) of products at point-of-sale, and it can have a significant affect on consumer purchase decisions.

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Vision - PQ

» Research also tells us that consumers are not great at articulating the reasons for their actions and choices, and that their performance with a product does not always correlate with their preference for a product.▪ Ease of use is just part of the user experience (UX) story.

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Vision - PQ

» How can we improve the PQ of our products over our competition (or even different design iterations) if we don’t know exactly how consumers are evaluating PQ?

Existing Calf Support New Calf Support

Example: Teutonia Folding Seat

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Research Objectives

Plastic-y

Flimsy

Cheap

Weight

Density

Texture

0.25

0.75

1.0

0.25

User-Perceived

Attributes

Objective

Product Attributes

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Final Output

» The output of this assessment is a PQ Scorecard that would be used as a deliverable during the CDI process as part of an overall UX assessment.▪ Contains specific, measurable,

and prioritized guidelines for PQ.

▪ Ensures systematic and consistent application of PQ knowledge across products.

» Using the PQ Scorecard is an effective way to benchmark the PQ of our products as well as our competitors.▪ It identifies specific focus areas to

improve over our competition.

Example PQ Scorecard

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Thank You

Documents

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