(business objective - design demand)
- To start a new company - Logo
- To be a design leader - Global design
- To launch a new product or store - Concept development and new product development
- To launch a brand - Name development and graphic design
- To increase a market share - Web and packaging design
- To regain market share - Redesign
- To diversify into a new market - Product design or brand extension
- To improve R&D (research & development) policy - Concept development
Driving from changing circumstances
source: Press and Cooper, 2004
Social
- Demographic change - alternative lifestyles leading to demand for new products and services
- Family structures - Traditional family unit replaced by flexible models of parenting
- New customer values - growth of environmental values, rising level of cynism about 'branded' goods
- Patterns of work - Flexible employment, portfolio lives, new relationships between education, work and leasure
- Environment - legislation to encourage more sustainable thinking
- Creative economy - legislation to support business and education for the creative industries
- Democratic systems - increase in participative and consultative processes and in local and regional government
- Crime and copyright - employing technology and design to protect against copyright infringement
- Product differentiation and innovation - new technologies and diversifying markets providing source of difference to satisfy customer demands
- Usability - the rise of more usable and inclusive designs for experienced consumers and increasingly ageing populations
- Customisation - demand for individuality of products and services
- Eco-lifestyles - move to sustainable lifestyles and waste-reducing practices
- Wearable technology - growth of body-based electronics, fashion and jewellery
- Communications systems - new living, working and education patterns driven by the internet
- Smart materials - Innovations in embedding intelligence into materials, products and systems
- Smart organisations - Virtual corporations and communities driving changes in organisational structures
Tools and methods for identifying design opportunities:
- PEST analysis
- SWOT analysis
- Competitive analysis - perceptual mapping
- Paradigm of change
- Scenarios
For Major Project:
Corporate identity
- To improve R&D policy - Concept development
Market forces
- Product differentiation and innovation - new technologies and diversifying markets providing source of difference to satisfy customer demands
- Scenarios
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