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Designing Breakthrough product
- 2. W hat is… ? Designing Product
- 4. PRODUCT & MEANING People don’t buy products, they buy meanings.
- 8. Every product has… A MEANING
- 9. “Cosmetics”
- 10. Nature’s way to beautiful
- 11. “Shoes”
- 13. “Watch”
- 15. Are meaning a given, or a subject for innovation?
- 17. INNOVATIO N Strategies 1. Radical Innovation 2. Incremental Innovation Incremental Radical Innovation
- 18. Radical improvement Technology push Performance (technology) Incremental improvement Market pull (user-centered) Old meaning New meaning meaning INNOVATION
- 21. INNOVATIO N Strategies 1. Radical Innovation 2. Incremental Innovation 3. Design-driven Innovation
- 22. Technology epiphany Radical improvement Technology push Performance (technology) Design-driven (design push) Incremental improvement Market pull (user-centered) Old meaning New meaning meaning INNOVATION
- 26. hange by
- 27. การทำา ให้ส ำา เร็จ hange by แรงบัน ดาลใจ ความคิด
- 28. hange by
- 29. Why ? Care
- 30. MILLION IPAD 1 iPad 1 iPad 2 28 Days 7 Days New iPad 1 Day
- 31. 2G 74 Days 3G 3 Days Days to 4S 1 Day 1 million sales
- 32. H ow do companies successfully engage in design-driven innovation?
- 33. Market? “What Market! We do not look at market needs. We make proposals to people.” Ernesto Gismondi
- 36. Interpreter Firm Person Envisioned context of life Envisioned context of life esign-driven innovation
- 38. People Firms in other industries FIRM Develo pers Techn of Researc ology pionee suppli ring h Retail ers project and and s educatio nal deliver y firms Artis Desig ts ners Cultural Marke organiz ters ations
- 39. The skewed distribution of key interpreters in the design discourse Number of interpreters Key interpreters Quality of the interpretation for radical innovation of meanings
- 41. Interpreting Focus of design-driven innovation Focus of user-centered design Focus of Traditional industrial design Design-driven research Concept generation Technological research Product development
- 42. interpreter interpreter interpreter interpreter interpreter interpreter interpreter Seductive power interpreter addressing listening knowledge Interpreting New meaning and languages people
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