RKS Backgrounder

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Copyright RKS Design 2007

25+ years legacy of world-class Product design Client range from start-ups to The Fortune 15

RKS Design Mission Statement:

To produce designs which create deep, meaningful connections with consumers and market successes for our clients.

COMPANY BACKGROUNDCopyright RKS Design 2007

Named as chairperson for the 2004 IDEA awards by IDSA/ BusinessWeek -Founder and President of RKS Design, Inc. -Involved in virtually every facet of design for 25+ years -Professor of industrial design at Art Center College of Design (Pasadena, CA) and Cal -State University at Northridge -Design award program juror for: I.D. Magazine Design Review IDSA/BusinessWeek IDEA awards CES Innovations awards California Design Bienniel (head juror) -Innovator of the IDSA/BusinessWeek Catalyst award -Featured lecturer and speaker -Center for Business and Design advisory group member -Named on over 100 domestic and worldwide patents -Founding trustee Pasadena Museum of California Art -Recipient of an honorary Ph.D. from Academy of Art University for the development and evolution of the Psycho-Aesthetics methodology and reinventing the electric guitar

RAVI K. SAWHNEY, Ph. D.Copyright RKS Design 2007

Allsteel Amana/Maytag Apple Computer AT&T BAE Systems Canon, Inc. Canon Discus Dental Fossil Gensler Gibson Labs Harman/JBL Pro Hewlett-Packard Intel Interbath LG Electronics MedTronic MiniMed Nissan Nokia Panavision Procter and Gamble Seiko Wham-O

SELECTED CLIENT LISTCopyright RKS Design 2007

2007 Red Dot Award Zyliss USA Measuring Cups 2006 Bronze IDEA RKS Design, Bumpbrella Concept 2005 Good Design Award RKS Guitars, "Pop" series 2005 Silver IDEA RKS Guitars, "Pop" series 2005 Silver IDEA RKS Guitars, Open Architecture Guitar 2003 Gold IDEA Neurosmith Musini 2003 Silver IDEA SRAM Smartbar 2003 Bronze IDEA Thane, Inc. Q Grill 2003 Bronze IDEA Meso Scale Discovery Sector HTS 2003 Bronze IDEA Discus Dental Zoom! Lamp

Hundreds of design and utility patents

AWARDS AND ACCOLADESCopyright RKS Design 2007

What we do.

How we do it.

Copyright RKS Design 2007

Is it like me? Does it like me? Can it make me more? -Dr. Bob Deutsch DDB Does it attract me ? Does it engage me? Does it afrm me?

-Ravi K. SawhneyWho am I? What am I? What can I do for you?

-Procter & Gamble

PSYCHO-AESTHETICS 2.0Keys as Other s See ThemCopyright RKS Design 2007

How does the mind react to new stimuli?

Is it like me ? Does it like me? Can it make me more?-Dr. Bob Deutsch

Using those three litmus tests as a starting point, how do we as designers interpret the responses and place them into the context of a branding event which ultimately turns the consumer 9nto the Hero?

RKS design has worked extensively with Dr. Bob Deutsch, renowned cognitive anthropologist and author of PRIMlysis: Discovering How People Bond with Products.

The result of this work, which includes consumer proling and the mapping of the competitive landscape, has come to be known as Psycho-Aesthetics, the proprietary RKS Design mantra, which has now been in practice since 1992 and has been responsible for myriad market successes for our clients.

PSYCHO-AESTHETICS 2.0The Hero s JourneyCopyright RKS Design 2007

Psycho-Aesthetics is the underlying foundation of the RKS Design philosophy the physical expression of a products' intention through its design. It is the allure of what beckons the user to interact, touch, enjoy, share, and feel like a "hero."

PSYCHO-AESTHETICS 2.0ProcessCopyright RKS Design 2007

The Psycho-Aesthetics methodology is currently being taught at the Harvard School of Business as a regular component of their curriculum.

RKS: THE PROCESS

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The following slides demonstrate application of the Psycho-Aesthetics strategy, innovation and design process to product development at RKS, and the results it generates.

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STRATEGY

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STRATEGY

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STRATEGY

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The work generated for Averatec included branding assessment in conjunction with personas development, after which, benchmarking for different product lines was conducted.

STRATEGY

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The Challenge

Amana s Washer/Dryer line was achieving lackluster market acceptance and was losing market share although they had built a quality product.

Through our Psycho-Aesthetic maps, we revealed that at all stages of the consumers interaction, Amana was by far the worst in it s class.

RKS Design interviewed users and reviewed the environments in which these products resided. Day in the life scenarios were established to create storyboards for specic consumer segments.

Key ndings exposed that purchase decisions were primarily a female decision with a male validation of the mechanical tness and durability within the traditional family setting.

STRATEGY

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The Result A raised consumer perception, and increase perceived value so high that we could raise the retail price point by 25% while increasing the cost of goods by only 30 cents! Direct impact to Amana: $20 million in now realized prots Increased market penetration New channels opened up New points of sales Increased brand presence and perception

STRATEGY

Copyright RKS Design 2007

Copyright RKS Design 2007

Amana approached RKS Design to help design its next generation of refrigerators. The RKS team worked with social scientists to conduct extensive research over a three-year period to determine the ways individuals and families utilize their appliances.

This research revealed that a large portion of Amana s target audience were young, trend-conscious consumers buying their rst major appliance as well as families with children.

INNOVATIONCopyright RKS Design 2007

The RKS team proposed design innovations including an interactive user interface, FrontFill water dispenser, easy change water lter, tilt-out door buckets, beverage chiller, mini chiller, and optional Kid Zone.

Amana was rewarded for their commitment to design in the fourth quarter of 2000, when the new side-by-side refrigerator was presented to buyers from Sears/Kenmore. Following this meeting, Sears placed their largest order ever from Amana for 40,000 units to be delivered in the rst quarter of production. During the course of the following year, Maytag purchased Amana appliances. Maytag has subsequently experienced a 16% increase in consolidated sales.

INNOVATIONCopyright RKS Design 2007

INNOVATIONCopyright RKS Design 2007

INNOVATIONCopyright RKS Design 2007

IR SECURITY CAMERA The HHC100 is a hand-held Infrared security camera design for applications that cover a broad spectrum of end-users involved in security and general surveillance such as: law enforcement, paramilitary, civil - search/rescue, industrial/commercial, public works departments and other small businesses. Additional features include external USB and power connectivity, commercial rechargeable battery(s) with charging capability while loaded in the camera and, an optional "lock-in" pistol grip or plate for static mounting.

INNOVATIONCopyright RKS Design 2007

INNOVATIONCopyright RKS Design 2007

OUTPATIENT III LAMP The Outpatient III is the perfect solution for diagnostic and procedure lights. More physicians choose the Outpatient III than any other diagnostic light for focusable ood-type light, maximum intensity and shadow-free operation. With minimal heat output and high color temperature, the Outpatient III is the perfect low-maintenance, top performing light for nearly every application in the hospital, surgical suite or physician's ofce.

INNOVATIONCopyright RKS Design 2007

How do you challenge an icon that has remained virtually unchanged for the better part of a century? Innovation!

The advent of interchangeable guitar bodies. Placing the tone and volume controls conveniently for easy access and quick adjustment. Shaping the guitar to conform to the guitar player s body, in contrast to more traditional at guitars.

INNOVATIONCopyright RKS Design 2007

RKS Guitars has enjoyed incredible press coverage, including the cover of BusinessWeek s annual design issue in 2005, and multiple features in news, music, and design publications.

INNOVATIONCopyright RKS Design 2007

INNOVATIONCopyright RKS Design 2007

INNOVATIONCopyright RKS Design 2007

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Thank you.

Copyright RKS Design 2007