IFIT Liam Holmes_Design Matters_Nov 11th

8/7/2019 IFIT Liam Holmes_Design Matters_Nov 11th

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ULearning Irelands Future,Innovate Together

Design Matters

Liam Holmes B.Des MA MSc.


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Design implies a conscious effort to create something that isboth functional and aesthetically pleasing.

Design is a very general term for a multitude of disciplines.

Design is generally regarded as an activity or process ratherthan a subject or discipline. The design activity is a complexactivity which must contain a wide range of considerations.

The design activity is an ongoing dynamic process.

The American Heritage Dictionary defines design as: "Toconceive or fashion in the mind; invent,"and "To formulate aplan.

Why Design Matters?


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"Industrial Design (ID) is the professional service of creatingand developing concepts and specifications that optimize the

function, value and appearance of products and systems forthe mutual benefit of both user and manufacturer."Source: the IDSA (Industrial Design Society of America).

Industrial Designers are essentially a cross between amechanical engineer and an artist. They study both functionand form, and the connection between the product and enduser.

The use of industrial designers in a product developmentprocess lead to added values by improved usability, loweredproduction costs and more appealing products..


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The design differenceA survey of design and innovation amongst Irelands SMEs.(Centre for Design Innovation, 2007)

Irish companies that use design are more successful than

those that do not. Yet only 15% of Irish SMEs use design strategically.

Design, innovation and growth are linked.

SMEs that innovate are less likely to compete on the basisof price.

Design provides the basis for differentiation and long termcompetitive advantage.


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Why do Irish SMEs not use design more effectively?

Aversion to risk, Inadequate support mechanisms and limited design and

innovation capability,

Lack of understanding of design and benefits of it,

Invisible design,

Lack of direction from marketing,

No coherent design culture or strategy,

How much longer can we afford to ignore the importance ofdesign?

The design differenceA survey of design and innovation amongst Irelands SMEs.(Centre for Design Innovation, 2007)


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What makes an industrial designer T.I.C.K?

Technology (the skills required to a part of industry).

Information (research, processing, communication). Creativity (the will to change or apply novel solutions to

problems).

Knowledge (the resource pool and experience that thedesigner builds throughout each product or process).

The task of the industrial designer is to develop a productfrom an initial concept through to manufacture and sale,investigating every possible development option, andintegrating others into the development team.


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Some Irish Design Examples

Ventilux was founded in 1986 and has become one ofEuropes largest independent emergency lighting

manufacturers.

The head office in Dun Laoghaire is the centre of theVentilux operation, with over 15,000 square feet of state ofthe art production facilities.

All of the projects developed by Ventilux are self funded

and there is a realisation that the source for developmentis an investment in the future and its expansion, not a cost.

The vision was to create, from the ground up, an Irishcompany that could compete in a European market usinginnovative solutions.


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Ventilux Solas Project

The brief for the project was to redesign and existingproduct range.

This range consisted of three different sized emergencylight fittings with 21 variations in total.

The existing product range was expensive to manufactureand the outer component base was made from spunaluminium which made it difficult and expensive to make.

The main aim was to reduce the baseline costs and toproduce a more aesthetically appealing design that makethe product more attractive to the customer base.


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Existing Design at Ventilux, 1996.


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Solas Final Design for Ventilux



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Solas in production since 1996 and remains unchanged.



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The main success factors for the project were:

Strong marketing direction.

Full support from senior management.

Strong evaluation and screening.

Adequate resources to complete the project.

Distinct advantage over competitor products with value

added benefits. User friendly, made with user/ installer in mind.

Design for Assembly built into the design.

Cost reduction of 65% which gave significant savings.

Concurrent engineering and short time to market.



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Mednova Neuroshield Project

Mednova was established in 1996 by three Irishentrepreneurs in Galway.

It was set up to design and manufacture cutting edgemedical devices.

The company had two areas of interest within the medicaldevice industry. These areas were in neurological andcardiovascular devices.

Neuroshield is an internal device which is used inspecialist stroke prevention surgery called angioplasty.

Angioplasty is the expansion, by stenting, of a blockedartery leading to the brain.


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The Neuroshield device for angioplasty.



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Three years were spent on developing the product.

The initial carrier tray solution was a functional prototypethat proved the idea. This was also used during the patentprocess. The issues that needed to be addressed beforeproduct launch were:

It could not be loaded and used by single user.

The delivery tray was very expensive. It was too big and had little aesthetic appeal.

The brief for the project was to design a more efficientdelivery tray that was more user friendly, cost effective andaesthetic.



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Shows the existing design with new design.



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The proposed design was 80% cheaper than the previoussolution and resulted in substantial savings.

The new design was also less than 50% in size to existing.

The project also used (MGPP) with future concepts of thedevice integrated into the tray tool design.

The new tray had provisions for the next two generationsof the product. This enabled new solutions to beimplemented quickly to stay ahead of the competition.

More aesthetic and user friendly.

Mednova were bought out by Abbott in 2004.



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ATSR SSR Project

ATSR Ltd, based in IDA Business and Technology Park,Tullamore Co. Offaly, was founded in 2006 to service the

emergency service market worldwide.

The company was founded to become the R&D arm ofPeak Technologies, which manufactures and produces theproducts designed by ATSR.

The company is funded by Enterprise Ireland and

concentrates its efforts designing new technologyproducts for the emergency services sector.

Project was the design, development and supply of all themechanical component of the SSR project.


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ATSR SSR Project

SSR Board for use in Emergency Vehicles.


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ATSR SSR Project

ATSR SSR Solution.


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ATSR SSR Project

Lack of a systematic approach to design,

No formal design process,

Ad hoc design reviews,

The influence of the directors,

Lack of cohesive decision making,

A focus on time ahead of proper development,

Communication problems with suppliers, vendors andconsultants,

Lack of understanding of the importance of design.


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New Zealand and Design

SMEs consist of vast majority of all enterprises.

Firms with fewer than 50 employees make up 99% of NZSMEs. 350,000 SMEs that provide 60% employment.

NZs Government and Innovation Framework (GIF) isdesigned to deliver long term sustainable growthnecessary to improve the quality of life for all.

Innovation is the principal source of economic growth.

Policy framework that encourages new ideas, andtransferred to those who can add value, encouragesentrepreneurial growth and rapid business growth.


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ICT, biotechnology and creative industries are identified assectors for high growth potential, and enable significant

activity across the economy.

The government has invested NZ$100 Million in theVenture Investment Fund (VIF).

VIF is designed to accelerate the development of SMEs.

The Business Law Reform Bill of 2004 enables SMEs toraise capital more easily.

Accessible grants for technical development of newproducts, processes and services in SMEs.

New Zealand and Design


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Design is about doing something a process more than aproduct.

Getting the process right greatly improves the chances ofthe getting the product (or service) right.

Design is about identifying problems, asking goodquestions, and finding better answers. We think thatbusinesses can be better by design. That the principles of

design strategy and design process can be applied tocompanies to help build the bottom line.

Design strategy is taught at the most influential businessschools, and it's applied in some of the best boardrooms.

Massey University and Design


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Conclusions Good Design

Good Design is innovative.

Good Design makes a product useful. Good Design is aesthetic.

Good Design helps a product beunderstood.

Good Design is unobtrusive.


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Good Design is honest.

Good Design is durable. Good Design is thorough to the last detail.

Good Design is concerned withenvironment.

Good Design is as little design aspossible.

Conclusions Good Design


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Documents

IFIT Liam Holmes_Design Matters_Nov 11th