管理设计以创新.ppt

1stInternationalDesignManagementSymposium,
Shanghai2006上海国际设计管理高峰会

JohnHeskett
ChairProfessorofDesign设计系讲座教授
TheHongKongPolytechnicUniversity香港理工大学Question#1.
Whatisdesign?

问题一
何谓设计？NewYork
Times
Magazine
1Dec.2002…orArtasCosmeticDesign?…或艺术作为装饰性设计？DesignasArt
设计作为艺术
DesignasaComplexBusinessActivity
设计作为复杂的商业活动Question#2.

Howdoyouknowwhatnewproductstodevelop?

Maybeyouhaveagoodidea(buthowdoyouknowifotherpeoplewillthinkitagoodidea?)

Oryoumightneedtodosomeresearch.

问题二
你怎知道应该开发那些新产品？
或许你有一个很好的意念(不过，你又怎知道其它人
也认同呢？)
或者你需要做些调研工作。Research

Marketresearch
Whatothersaredoing
Technologicaltrends
Newpossibilities
Social/culturaltrends
Whatishappeninginsociety
Userobservation
DiscoveringandunderstandingneedsResearchisabasisforcreativesolutionsthatcanhaveverydifferentcharacteristics.
调研是提供有创意之解决方案的基本要素，可包括极之不同的性质。

Asimpleexample:
Howtoextractjuicefromalemon.
一个简单的例子：
如何榨取柠檬汁.Howtoextractjuicefromalemon.
Pressalemon.
Separatejuicefromthepulpandseeds.
Applyjuicetofurtheruse.

如何榨取柠檬汁?
擠柠檬
-把柠檬汁从果肉和果核分隔出来
-把柠檬汁作另外应用

Whichworksbest?
那個最好用？

Whichwouldyoubuy?
你会买那一個？Question#3.
Whatkindofdesignersdoyouneed?

问题三
你到底需要那一种设计师？engineeringdesign,productdesign,industrialdesign,ceramicdesign,decorativedesign,graphicdesign,illustrationdesign,informationdesign,typographicdesign,advertisingdesign,packagingdesign,branddesign,interiordesign,fashiondesign,textiledesign,patterndesign,softwaredesign,systemsdesign,interactivedesign,…Question#4.
Wheredoyoupositiondesigninyourcompany?

问题四
你如何把设计在公司内定位？Designisdiverse,ithasmanyaspects,whichcanbeconfusing…
设计是多种多样的，有着许多方向，可能是有点混洧的…

butitalsooffersmanystrategicchoices…
但它亦提供许多策略性的选择…

soyouneedtotakedecisionsthatarerightforyourcompany.
所以你必需决定甚么才是适合你公司的。Question#5.
Whatshouldbetheroleofdesigninproductdevelopment?

问题五
设计在产品开发中担当什么角色？Question#6.
Doyouwanttoaddorcreatevalue?

问题六
你想增添或创造价值吗？• Addingvalue
Modifyingexistingproductsandsystemsincurrentmarkets
• Creatingvalue
OpeningnewmarketsQuestion#7.
Howtomanagedesignfor