Design Insight

Design Planning and Product management

Abstract

The purpose of this report is to focuse into and analyze the working world's of Design Insight in here singapore, a locate firm's company. How an dynamic team in industrial and its design persuits function and look into the ideology, nurtured and imparted of the company. How they manage problems when faced and solve them effectively towards their though.

Analysis tools used would be the 7 core competencies to critically analyze design insight, SWOT framework and used the topic on “design expertise; an overview” as a effective information and supportive evidence.

Many People were too confused about the role of designer and how designers work to perfects and sell a product in the real market now. As its goes, I will talk about chapter 3, how design insight analyzed cooperate and work accordingly to the 7 core competencies. I will looked depth into all the 7 competencies for a clear view of proving the usage of the company situation.

Last but not least,chapter 4, I focused and look further and deeper into point 2, it is written that design insight has the ability to work at a level of abstraction appropriate to the situation at hand, point 3, the ability to model and visualize solutions even with imperfect information, point 5, the ability to add or maintain value as pieces integrated into a whole. They attained the ability to add and maintain value to a design.

I used them because I believe design insight had excelled in working on these core competencies.

Chapter 1: INTRODUCTION

FOUNDERS OFDESIGN INSIGHT

Design Insight started in 2004 with a modest two-man team operating within manufacturing firm's office in singapore, they has bloomed into a well-acclaimed design consultancy with its contemporary design studio/office in a contrasting heritage shophouse setting. Design insight has also extended its reach to a wider community with the opening of a studio in Trondheim Norway in spring 2009. Design insight is a product design company emphasizing on 6 ideology; a reason to every design decision/ detailing, no explainable semantics, well-developed user intuitive, optimization of constants, no superfluous forms, surprise through discoveries.

Design Insight in Singapore is made up of a group of determined, passionate and on-going professionals. It engages in the relentless pursuits of design excellence.

By elevating and ascending from ideas to sketches, from sketches to drawings, drawing to models, models to prototypes, prototypes to products. Generating ideas into concepts that build products by unraveling compelling insights of products and its environment.

Design insight perform design research, industrial design and product development services for clients and partners ranging from international MNCs/ brand names to regional original equipment manufacturers. Design insight had designed a range of product from electric power meter to bluetooth headsets, tropical outdoor chair, sakae sushi party pack, video output enhancer, wireless portable hard drive, Apolco powerline network adaptor, stetzerizer powerline filter, wireless picking device, compact multimedia PC, stereo earphones.

Design research

Initially designed and developed are Anthropometrics and ergonomics to provide the most equipment and sucessful advent, useful and suitable dimension to provide the overall product for the user, user-interfaces, market analysis to calculate and inject the best marketing detail, colour trends, texture trend material trends and many other market trends for the marketability of the product to be produced.

Industrial Design

Design concepts and generation of ideas, form and product styling and development to improve the design by communcating with the client, 2D and 3D product presentation for the client to understand and see the overall and clearer tangible concept of the design and the possible outcome of the product, product refinement and enhancement to ultimately improve the depth and usage of the design.

Product Development

Prototyping(visual and working prototype), engineering coordination to ensure the usage and possibility of the design, tooling and production coordination for perfect manufacaturing, product testing and evaluation for fit backs and after sale improvement of product, mechanical engineering design and analysis.

Product design experience

Consumer electronic products - mobile phones, bluetooth headset, stereo head/ear phones/earpiece, personal audio/video players.

IT products - wireless router/adaptor, VOIP phones, desktop computers, mobile storage devices.

Industrial products - industrial label printers, power meter/gauges, wireless picking device.

CHAPTER 2:METHODS

I will be using the 7 core competencies to analyzing and evaluating on my critical designer and the design style of the company. I will be using the core competencies to study the design concepts of the company. My secondary reference will be using the framework SWOT to analyais the funtions, their strengths and weaknesses. Last topic on expertise in design: and overview as supporting information and guide me along the analytical process.

THE 7 CORE COMPETENCIES

The reason why I had chosen the 7 core competencies of the leveraging design's core competencies chapter is because I see the potential of working on this topic. The 7 core competencies provided the information I needed for a through and precise analysis on the designing concepts and skills of the company (Design Insight).

The 7 core competencies consist of the following points; the ability to understand the context or circumstances of a design problem and frame them in an insightful way, the ability to work at a level of abstraction appropriate to the situation at hand, the ability to model and visualize solutions even with imperfect information, an approach to problem solving that involves the simultaneous creation and evaluation of multiple alternatives, the ability to add or maintain value as pieces are integrated into a whole, the ability to establish purposeful relationships among elements of a solution and between the solution and its context, the ability to embody ideas and to communicate their value.

From the 7 core competencies, we can see a clear big picture of the process of design and its required skill for ensuring the success of the design. Individually, each core competency had described and highlighted a very crucial part of designing. For example, the ability to understand the context or circumstances of a design problem and frame them in an insightful way, is very important when it provided a clear understanding of the problem and then pinpoint it so as to find the perfect solution to tackle the problem. Only when the problem is found, then the solution can be selected for execution.

Second frame work would be SWOT (strength, weakness, opportunities, threats).

SWOT analysis is a relwvance strategic planning method used to evaluate the strength, Weaknesses, Opportunities, and Threats involved in a project or design critirle had set. Though understanding the objective had being make, which would how the company is doing in the industry. To understand more about the external and external factors that are promising and unpromising to achieving the objective.

* Strength: whole aspects of the design company

* Weaknesses:

* Opportunities:

* Threats:

The last framework I am using to judge the designer of the company is the topic on expertise in design; an overview. This topic touched on the expert and novice designers. Comparing and calculating the rightful points to be noted in design. The topic is mainly talking about the comparison of novice designer and expert designer.

The novice designers are taught to take into consideration of all dimension and possibilities in design because they are not experienced enough to pinpoint the part that need to be focused on in a design. Whereas, expert designers are experience enough to pinpoint the crucial part to be concentrated on for discovery. In this situation, some of the expert designers tend to go with their intuition and sometimes neglected some important points in the design. Ironically, the novice designer whom covered every detail of the design had not neglected any point in the design. In comparison the novice designer wasted more time on the research and study.

Form the point I just stated, the 7 core competencies and the expertise in design; overview are similar. Therefore, they both supported the credibility of the sources and concepts.

CHAPTER 3: Critical analysis

In the interview I had with design insight, I discovered various design strategies used by the company in their design.

Design insight mainly work within the design brief given by the specific company. Mainly Samsung and Philips. They often work according to the design brief given by the companies but once in awhile adding value into their design. They will do a very complete research on the product they are designing and find out the important functions or aesthetics of the product. Add value to the design.

The designers from design insight do not see a problem as a problem; instead, they see it as alternatives in design.

Firstly, I clearly state that I had studied the 7 core competencies as a main point of reference for my critical analysis for design insight. I had found out that design insight had been working and coordinating with the rule of the 7 core competencies.

For the 1st competency on the 7 core competencies, the ability to understand context or circumstances of a design problem and frame them in an insightful way, like I mention earlier, design insight do not see a design problem a problem, instead they see it as alternatives in design. From this we can see that design insight frame a design problem as alternative options and do not counter those “problem” but use them as options in their design.

The 2nd point, the ability to work at a level of abstraction appropriate to the situation at hand, Design insight had situation whereby the company they‘re working with gave them a very detail design brief and did not pin point the main concept or attribute they need to have in the design. These situations often happen on local company which did not have a design team and were very new to product design. They'll summaries the whole design brief given and abstract the main information then pin point the vital attribute via researching so that the design the had produced will be up to the requirement.

The 3rd point, the ability to model and visualize solutions even with imperfect information, commonly happened to local business partners. Local companies sometimes did not even give a design brief, the only information given to design insight is what they what them to design. In this situation, design insight will focus on the research part of the design because they look at the problem as lack of researching. Therefore, they will first research thoroughly for the company.

The forth point, an approach to problem solving that involves the simultaneous creation and evaluation of multiple alternatives, this often happen to big companies that had very high expectations. They require design insight to come up with a few ideas that varied differently in one another and need all to be worked under the design brief given. In this situation design insight will have a few designers working on the project and they will come up with a few ideas each and then present to the client. After a few development and selections then they will choose 1 idea to further develop on. The main idea of having a few designers to work on the project is to ensure the ideas will be very different from each other.

The 5th point, the ability to add or maintain value as pieces are integrated into a whole. As mentioned earlier, in some situation where design insight are given more freedom to work on the project, they will add some value into the ideas and come up with a few variations for the clients to choose.

The 6th point, the ability to establish purposeful relationships among elements of a solution and between the solution and its context, design insight always come up with a few selected ideas for the client to choose. In some situations, the client will like some of the attributes in an idea and like other attribute of another idea. So in cases like this design insight will note down the attribute they prefer and then form them together and try to create a design with all of the attributes together.

The 7th point, the ability to use form to embody idea and to communicate their value. Design insight will make mock ups in situations where it is needed to communicate among designers but when they have to communicate with clients they will produce prototypes which show more information on the product.

While using the topic on the expertise in design; an overview framework, I deduce that design insight had been working in the range between expert designers and novice designers because it can be seen on their way of handling the design. In some situations we can see design insight jumping into decision as their high expertise and knowledge in the range of earpiece designing because they had already done a very thorough research on the range. The knowledge they had on earpieces and ears allows them to jump into the idea generation stage of the design and allows them more time and space to work on and improve the project design they have in hand.

Similarly, coordinating with the 7 core competencies, they are expert designers who can frame a problem and abstract important factors of the design in the range of earpiece and head sets but when come into other design they have to be working on research like novice designers. Spending more time on researching which will allow them to explore the unexplored as well.

CHAPTER 4: findings and discussion

In the interview I had with design insight I found out that they had been working well and coordinating with the 7 core competencies and the topic on expertise in design; an overview.

In chapter 3, I had talk about the different way they do well match to the core competencies. So I will further elaborate on the important factors of the 7 core competencies which they had done very well in.

In the 2nd point I point out in chapter 3, it is written that design insight has the ability to work at a level of abstraction appropriate to the situation at hand. I strongly highlight that they had been abstracting information from design briefs to design a product which best suits the requirements of the companies. In detail, the designers had asked for more important factors of the design brief to be stated to them so that they could execute and tackle the design in precision. Moreover, they manage to have a very thorough and strong foundation of knowledge on the range of ear pieces which grants them the ability to design a suitable product for the clients.

They denied the less important points which needed least concentration and discovery on it. They did this trough their experience on handling the range in earpiece designing.

The 3rd point, the ability to model and visualize solutions even with imperfect information, likely happened to the local companies. For a situation told by design insight, a local company asked for a redesign for an ear piece model. Without any background information on the product and specific area to maintain and area to be improved, design insight gone into research on the other product models by the company and discover certain design concept of the company. They manage to study the current and conclude the area to be maintained place to be improved and show the clients. This is a perfect example of the usage of the ability to model and visualize solutions even with imperfect information, in the usage of their experience in design.

In point 5, the ability to add or maintain value as pieces integrated into a whole. They attained the ability to add and maintain value to a design. In situation where the clients had chosen so concept and part of design A and some of design B, design insight will perform their ability of adding and integrating the values into 1 and present it in the best way and most perfect way.

CHAPTER 5: conclusion

From all the points that I have stated in chapter 3 and 4 bring me to this conclusion that design insight is working very closely with the rule of the 7 core competencies and they are being categories in between expert and novice designers.

In chapter 3 I had talked a lot on all 7 competencies and how they work around the rule and use the rules to improve their design. Design insight had all 7 competencies in the design concept and presentation.

In chapter 4 I had talk and elaborated more on the2nd 3rd and the 5th competency in the 7 core competencies. Moved further and deeper into the topic to prove design insight is working through the 7 core competencies using the evidence I've gathered and come to learnt of in the interview with Mr. Quek Chun Peng.

Therefore, from these evidence of facts that I've collected, I come to deduce that design insight had been working in the 7 core competency and further more. They might even add on their own ideology and competency into the 7 core competency. From that we can see that design insight had a strong foundation, knowledge and experience in the field of earpieces and they are able to work with even more rule from their own company and design language. They always believed to work and design with rules like elevating and ascending from ideas to sketches, from sketches to drawings, drawing to models, models to prototypes, prototypes to products. Generating ideas into concepts that build products by unraveling compelling insights of products and its environment.

These are ideology of their company. Mr. Quek Chun Peng had repetitively remind us that they are always working with the ideology in mind and never stroll away from these ideology and language of design insight.

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