管理設(shè)計(jì)以創(chuàng)新

1stInternationalDesignManagementSymposium,Shanghai2006上海國際設(shè)計(jì)管理高峰會(huì)JohnHeskettChairProfessorofDesign設(shè)計(jì)系講座教授TheHongKongPolytechnicUniversity香港理工大學(xué)TENSTEPSTOHEAVEN:Managingdesignforinnovation.拾級(jí)而上︰管理設(shè)計(jì)以創(chuàng)新

Question#1.Whatisdesign?問題一何謂設(shè)計(jì)？NewYorkTimesMagazine1Dec.2002紐約時(shí)代雜志二ＯＯ二年十二月一日DesignasArt?設(shè)計(jì)作為藝術(shù)?…orArtasCosmeticDesign?…或藝術(shù)作為裝飾性設(shè)計(jì)？“雖然每人都有自己的抽水馬桶，但是它們都太沉悶了，所以我選擇把它重新設(shè)計(jì)；要?jiǎng)?chuàng)作一個(gè)充滿喜悅的抽水馬桶。靈感則來自Dior的新形象，取材自四五十年代流行之纖腰輪廓。以外型令它可愛些，以平面元素令它有趣些。有好些功能問題需要得到解決才能真正應(yīng)用，但是，這抽水馬桶確實(shí)在是最理想的取樂場所。”

抽水馬桶｜JonathanAdlerDesignasArt設(shè)計(jì)作為藝術(shù)Shape

ColorTextureTrendsMeaning…AestheticsStylingDecorationForm外型

DesignTools設(shè)計(jì)工具DesignasaComplexBusinessActivity設(shè)計(jì)作為復(fù)雜的商業(yè)活動(dòng)Shape

ColorTextureTrendsMeaning…AestheticsStylingDecorationIndustrial/Product

Design工業(yè)/產(chǎn)品設(shè)計(jì)Form外型Function功能Marketability銷售性UsePurposeErgonomicsEnvironmentLifestyle…Manufacturability生產(chǎn)性MaterialsProcessTechnologyDurabilityReliability…PricePositionCompetitionDistributionBrand…InteractionUser-centredErgonomicsEngineeringEconomyRecyclingStrategicDesignSystemsDesignCulturalFactors

DesignTools設(shè)計(jì)工具Question#2.Howdoyouknowwhatnewproductstodevelop?Maybeyouhaveagoodidea(buthowdoyouknowifotherpeoplewillthinkitagoodidea?)Oryoumightneedtodosomeresearch.問題二你怎知道應(yīng)該開發(fā)那些新產(chǎn)品？或許你有一個(gè)很好的意念(不過，你又怎知道其它人也認(rèn)同呢？)或者你需要做些調(diào)研工作。ResearchMarketresearch

WhatothersaredoingTechnologicaltrends

NewpossibilitiesSocial/culturaltrends

WhatishappeninginsocietyUserobservation

Discoveringandunderstandingneeds調(diào)研市場調(diào)查 究竟其它人在做甚么科技趨勢 新的可能性社會(huì)/文化趨向

社會(huì)上正在發(fā)生的事物用家觀察 發(fā)現(xiàn)及了解其需要Researchisabasisforcreativesolutionsthatcanhaveverydifferentcharacteristics.調(diào)研是提供有創(chuàng)意之解決方案的基本要素，可包括極之不同的性質(zhì)。Asimpleexample:Howtoextractjuicefromalemon.一個(gè)簡單的例子：如何榨取檸檬汁.調(diào)研ResearchHowtoextractjuicefromalemon.Pressalemon.Separatejuicefromthepulpandseeds.Applyjuicetofurtheruse.如何榨取檸檬汁?擠檸檬-把檸檬汁從果肉和果核分隔出來-把檸檬汁作另外應(yīng)用Research調(diào)研Whichworksbest?那個(gè)最好用？Whichwouldyoubuy?你會(huì)買那一個(gè)？Question#3.Whatkindofdesignersdoyouneed?問題三你到底需要那一種設(shè)計(jì)師？engineeringdesign,productdesign,

industrialdesign,

ceramicdesign,

decorativedesign,

graphicdesign,

illustrationdesign,

informationdesign,

typographicdesign,

advertisingdesign,

packagingdesign,

branddesign,

interiordesign,

fashiondesign,textiledesign,

patterndesign,

softwaredesign,

systemsdesign,interactivedesign,

…Question#4.Wheredoyoupositiondesigninyourcompany?問題四你如何把設(shè)計(jì)在公司內(nèi)定位？Designisdiverse,ithasmanyaspects,whichcanbeconfusing…設(shè)計(jì)是多種多樣的，有著許多方向，可能是有點(diǎn)混洧的…butitalsooffersmanystrategicchoices…但它亦提供許多策略性的選擇…

soyouneedtotakedecisionsthatarerightforyourcompany.所以你必需決定甚么才是適合你公司的。DiversityandChoice多樣性及選擇

Differentlevelsofdesignpractice1不同層面的設(shè)計(jì)應(yīng)用

1Corporate-wideStrategies公司層面的策略O(shè)RGANISATIONALEMPHASIS著重于架

構(gòu)

組織STRATEGICEMPHASIS著重于策略InnovativeProducts創(chuàng)新產(chǎn)品ProductLineStrategies產(chǎn)品線層面的策略Corporate-wideStrategies公司層面的策略O(shè)RGANISATIONALEMPHASIS著重于架

構(gòu)

組織STRATEGICEMPHASIS著重于策略InnovativeProducts創(chuàng)新產(chǎn)品Existingproducts現(xiàn)有產(chǎn)品Differentlevelsofdesignpractice2不同層面的設(shè)計(jì)應(yīng)用2DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsand

brandsDifferentlevelsofdesignpractice3不同層面的設(shè)計(jì)應(yīng)用3從現(xiàn)有產(chǎn)品中區(qū)分出來把產(chǎn)品規(guī)格作出傳譯嶄新概念和系統(tǒng)創(chuàng)造系統(tǒng)和品牌ProductLineStrategies產(chǎn)品線層面的策略Corporate-wideStrategies公司層面的策略O(shè)RGANISATIONALEMPHASIS著重于架

構(gòu)

組織STRATEGICEMPHASIS著重于策略InnovativeProducts創(chuàng)新產(chǎn)品Existingproducts現(xiàn)有產(chǎn)品DesignerasInterpreterDesignerasDifferentiatorDesignerasPlannerDesignerasSystemCreator設(shè)計(jì)師作為系統(tǒng)創(chuàng)造者設(shè)計(jì)師作為構(gòu)造區(qū)分者設(shè)計(jì)師作為策劃人設(shè)計(jì)師作為傳譯員Differentlevelsofdesignpractice4不同層面的設(shè)計(jì)應(yīng)用

4DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsandbrandsProductLineStrategies產(chǎn)品線層面的策略Corporate-wideStrategies公司層面的策略O(shè)RGANISATIONALEMPHASIS著重于架

構(gòu)

組織STRATEGICEMPHASIS著重于策略InnovativeProducts創(chuàng)新產(chǎn)品Existingproducts現(xiàn)有產(chǎn)品DesignerasInterpreterDesignerasDifferentiatorDesignerasPlannerDesignerasSystemCreatorOEM原配件生產(chǎn)ODM原設(shè)計(jì)生產(chǎn)

OBM品牌管理設(shè)計(jì)師作為系統(tǒng)創(chuàng)造者設(shè)計(jì)師作為構(gòu)造區(qū)分者設(shè)計(jì)師作為策劃人設(shè)計(jì)師作為傳譯員Differentlevelsofdesignpractice5不同層面的設(shè)計(jì)應(yīng)用

5DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsandbrandsProductLineStrategies產(chǎn)品線層面的策略Corporate-wideStrategies公司層面的策略O(shè)RGANISATIONALEMPHASIS著重于架

構(gòu)

組織STRATEGICEMPHASIS著重于策略InnovativeProducts創(chuàng)新產(chǎn)品Existingproducts現(xiàn)有產(chǎn)品OSM策略管理DifferentLevelsofCorporateActivity不同層面之企業(yè)活動(dòng)

IncreasingValueandRisk價(jià)值和風(fēng)險(xiǎn)之遞增ODMOriginalDesignManufacture原設(shè)計(jì)生產(chǎn)OBMOriginalBrandManagement品牌管理OSMOriginalStrategyManagement策略管理OEMOriginalEquipmentManufacture原配件生產(chǎn)Product-lineCorporate-wide公司層面

產(chǎn)品線層面Question#5.Whatshouldbetheroleofdesigninproductdevelopment?問題五設(shè)計(jì)在產(chǎn)品開發(fā)中擔(dān)當(dāng)什么角色？Low低High高Time時(shí)間PossibilityofDecisionchange有機(jī)會(huì)在決策上有改動(dòng)Costofdevelopment開發(fā)成本Getdecisionsright作正確決定Avoidchanges被免改動(dòng)ProductDevelopment產(chǎn)品開發(fā)Decisionsandcosts決策和成本Concept概念Marketinganddistribution市場和銷售Minimumchangedesirable;maximumcost極小改動(dòng)理想的

；成本最高M(jìn)aximumChangepossible;MinimumCost極大改動(dòng)可能的

；成本最低Marketlaunch推出市場Question#6.Doyouwanttoaddorcreatevalue?問題六你想增添或創(chuàng)造價(jià)值嗎？? Addingvalue

Modifyingexistingproductsandsystemsincurrentmarkets? Creatingvalue

OpeningnewmarketsAddingandCreatingValue增值和創(chuàng)造價(jià)值? 增

值

改良目前市場已有的產(chǎn)品和系統(tǒng)? 創(chuàng)造價(jià)值

開創(chuàng)新市場 Question#7.Howtomanagedesignforaddingorcreatingvalue?問題七如何管理設(shè)計(jì)以增添或創(chuàng)造價(jià)值？AddingValue1增值

1ExistingMarket現(xiàn)有市場MarketShare市場占有率ExistingMarket現(xiàn)有市場AddingValue2增值

2MarketShare市場占有率ExistingMarket現(xiàn)有市場Product

大量生產(chǎn)ChurningProduct

Covering種類涵蓋Scale-down精減Inch-up逐漸提升AddingValue3增值

3Creatingvalue

–

Marketsdonotexist,theyarecreated.創(chuàng)造價(jià)值

–

市場并不存在，是創(chuàng)造出來的。CreatingValue-ExtendingtheMarket1創(chuàng)造價(jià)值–擴(kuò)展市場

1

ExistingMarket現(xiàn)有市場NewOutletsNewConceptsOfUseNewTechnologyNewProducts新產(chǎn)品新經(jīng)銷渠道新應(yīng)用概念新科技MarketShare市場占有率CreatingValue-ExtendingtheMarket2創(chuàng)造價(jià)值–擴(kuò)展市場

2

ExistingMarket現(xiàn)有市場NewMarkets新市場NewValue新價(jià)值NewOutletsNewConceptsOfUseNewTechnologyNewProducts新產(chǎn)品新經(jīng)銷渠道新應(yīng)用概念新科技MarketShare市場占有率Question#8.問題八Newvalue–whodecideswhatisvalue?新的價(jià)值–誰來決定甚么是新的價(jià)值

？你的公司是以制造者為本還是用家為本？Isyourbusinessproducer-centredoruser-centred?GenericValueChainasdevelopedbyMcKinsey&Co.

TechnologyProductManufacturingMarketingDistributionServiceDevelopm’tDesign-Source-Sophistication-Patents-Product/Processchoices-FunctionPhysicalcharacteristics-Aesthetics-Quality-Integration-Rawmaterials-Capacity-Location-ProcurementPartsproductionAssembly-PricesAdvertising/Promotion-SalesforcePackageBrand-Channels-Integration-Inventory-Warehousing-Transport-Warranty-SpeedCaptive/independent-PricesFrom:JayB.Barney.GainingandSustainingCompetitiveAdvantage.Reading,MA:AddisonWesley,1996,p.176.由

McKinsey&Co.開發(fā)的基本價(jià)值鏈Whereisthereanymentionofusersinallthis?在那里可曾提及用家？科技開發(fā)

產(chǎn)品設(shè)計(jì)

生產(chǎn)

市場

銷售

服務(wù)ChangesinBusinessPatterns1商務(wù)模式的轉(zhuǎn)變

1CONVENTIONALVIEW傳統(tǒng)觀點(diǎn)Supply-chainmanagementConsumerfirewall供應(yīng)鏈管理

供應(yīng)點(diǎn)

公司

設(shè)計(jì)

銷售渠道

目標(biāo)顧客顧客障壁SupplybaseDistributionchannelTargetedconsumersCompanyDesignAdaptedfrom:CKPrahalad;VenkatramRamaswamy;MSKrishnan;“Consumercentricity,”InformationWeek;Apr10,2000.MultipleChannelsBusinessandprivateusersSuppliernetworkCompanyNEWVIEW新觀點(diǎn)

DesignChangesinBusinessPatterns1商務(wù)模式的轉(zhuǎn)變

1CONVENTIONALVIEW傳統(tǒng)觀點(diǎn)Supply-chainmanagementConsumerfirewall供應(yīng)鏈管理設(shè)計(jì)顧客障壁SupplybaseDistributionchannelTargetedconsumersCompanyDesign公司商業(yè)及個(gè)人客戶供應(yīng)商網(wǎng)絡(luò)多種渠道

供應(yīng)點(diǎn)

公司

設(shè)計(jì)

銷售渠道

目標(biāo)顧客? ConventionalView

Designerscreatingforms? NewView

Designerscreatingsystemsenablinguserstotakevitaldecisions?

Bothwillcontinuetocoexistfortheforeseeablefuture.ChangesintheRolesofDesigners設(shè)計(jì)師角色之轉(zhuǎn)變

?傳統(tǒng)觀點(diǎn)

設(shè)計(jì)師從事外型創(chuàng)作?新觀點(diǎn)

設(shè)計(jì)師創(chuàng)造出促使用家能作出重要決定的系統(tǒng)?兩者在可見將來依然會(huì)共存"Quality"inaproductorserviceisnotwhatthesupplierputsin.Itiswhatthecustomergetsoutandiswillingtopayfor.Aproductisnot"quality"becauseitishardtomakeandcostsalotofmoney,asmanufacturerstypicallybelieve.Thatisincompetence.Customerspayonlyforwhatisofusetothemandgivesthemvalue.Nothingelseconstitutes"quality.”產(chǎn)品或服務(wù)的“品質(zhì)”不是由供應(yīng)商附加的。這是顧客能從中取得又愿意花費(fèi)的。一般生產(chǎn)商把產(chǎn)品欠缺“品質(zhì)”的原因推作制造上的因難和成本高昂。這并不適當(dāng)。顧客只會(huì)購買對(duì)他們有用和有價(jià)值的東西。并沒有其它可建立“品質(zhì)”的因素。Drucker,PeterF.InnovationandEntrepreneurship:PracticeandPrinciples.NewYork:HarperRow,1986,p.228.PeterDruckerQuestion#9Howcantheviewpointsofbusinessanduserbereconciled?問題九怎樣令公司和用家的觀點(diǎn)達(dá)成一致？

Designers設(shè)計(jì)師Technology科技Institutions機(jī)構(gòu)Contextofproduction生產(chǎn)環(huán)境Economic

Value經(jīng)濟(jì)價(jià)值ContextofDesignPractice:Production設(shè)計(jì)實(shí)踐的環(huán)境：

生

產(chǎn)Users用家Systems系統(tǒng)Meaning含意ContextofUse使用環(huán)境Utility功用ContextofDesignPractice:Use設(shè)計(jì)實(shí)踐的環(huán)境：

應(yīng)

用Profit利潤HumanValues人民價(jià)值ContextofDesignPractice:ProductionandUseDesigners設(shè)計(jì)師Technology科技Institutions機(jī)構(gòu)Contextofproduction生產(chǎn)環(huán)境Economic

Value經(jīng)濟(jì)價(jià)值Users用家Systems系統(tǒng)Meaning含意ContextofUse使用環(huán)境Utility功用設(shè)計(jì)實(shí)踐的環(huán)境：

生

產(chǎn)

和

應(yīng)

用ContextofDesignPractice:Interface設(shè)計(jì)實(shí)踐的環(huán)境：界

面Profit利潤HumanValues人民價(jià)值Designers設(shè)計(jì)師Technology科技Institutions機(jī)構(gòu)Contextofproduction生產(chǎn)環(huán)境Economic

Value經(jīng)濟(jì)價(jià)值Users用家Systems系統(tǒng)Meaning含意ContextofUse使用環(huán)境Utility功用Interface界

面Company

公司Communication傳訊

Market

市場

User

用家

DesignAdvertisingPurchaseInterfaceInterface

界面Perception

認(rèn)知

LinkingDesignStrategy連結(jié)設(shè)計(jì)策略設(shè)計(jì)廣告購買

R&D

研究開發(fā)

Brand

品牌

Culture

文化Law

法律FinancialInstitutions財(cái)務(wù)機(jī)構(gòu)

PotentialTechno-logySecurityProfitabilityDesignPatentProtectionConstraintsAcceptablevaluesCompatibilityQualityImageStructuresFashionAdvert-isingIntegrityRecognitionTheContextofDesign2PurchaseInterfaceTastePerceptionCompany

公司Commun-ication

傳訊

Market

市場

User

用家

科技設(shè)計(jì)廣告購買

設(shè)計(jì)的環(huán)境2Someexamples一些案例LTKElectricWire(Huizhou)Ltd.Wireandcableplant,Shenzhen,China.OEMProduction原配件生產(chǎn)? DaleFahnstromdesign? Newproductline? Simpletechnology(aluminiumsand-casting)ODM-FromCommoditiestoDesign:Eaglebrook,USA原設(shè)計(jì)生產(chǎn)

-由日用品至設(shè)計(jì):Eaglebrook,USA

?Cuttingtools?DesigninallaspectsofcompanyactivitiesOBM-DesignandBrand:Fiskars,Finland品牌管理

-設(shè)計(jì)及品牌

:

Fiskars,FinlandBraunAB7