DESIGN TECH NOTES:

DESIGN PROCESSES:
Indentified need or perceive opportunity

Design Brief Clear statement describing a need that can be fulfilled by the development of the
design

Briefing

 Meeting between clients and designers

 Product
 Marketing strategy
 Design objective
 Legal requirements
 Technical restraints
 Budget
 Deadlines

Market research: Existing research and new research  Qualitative and Quantitative

Design Development and Realisation sketches, designs, concept drawings, research and constant
evaluation

Research and Testing always testing (concurrently)

Prototypes after research has been evaluated and consulting with clients; prototypes can be made
accordingly

Ongoing Evaluation internal/external. Qualitative and Quantitative data

Final Product Functional, aesthetically pleasing, environmental and social factors, responds to
client and market needs and concerns.

Summary:

 Brief
 Specifications/Limitations
 Research
 Development of possible solutions
 Selection of Best solutions
 Development of work plan
 Realisation
 Final Evaluation
FACTORS OF DESIGN
 Appropriateness
 Needs
 Personal values
 Function
 Aesthetics
 Cost
 Ergonomics
 Use of the design
 Sustainability
 Energy
 Recyclability
 Safety and health
 Quality
 Durability
 Obsolesce
 Life cycle analysis

Appropriateness:

Must be suitable for the environment culture for which it is designed for.

Needs:

Needs V.S. Wants

Designs are made by a consumer’s Perceived Needs Feel that they need it or Wantswhere they
feel like they must have it where they don’t really need it.

Perceived need, is the same as a want: A need is something to use to sustain life: physical and
psychological needs such as food, shelter and love.

A perceived need; however, are things such as mobile phones or the internet, whereas a want is a
desire to have a certain item like the latest mp3 or phone.

Personal Values:

 What we Value as a consumer:

-What we value in designs eg. Aesthetics and function
-context shapes values therefore design is also determined by context

E.g. Penicillin - Doctors valued human life. Cochlear Ear implant – They valued the hearing of
those impaired

Function:

Determines how a product works safety, strength, ease of use, efficiency, simplicity, durability etc.

 Not just it’s obvious function, but its function as a proper design in general.
 Function does not always constitute aesthetics.

Aesthetics:

Refers to beauty and Physical appearance of a design

Remember Beauty is in eye of the beholder

FUNCTION may affect aesthetics.

Ergonomics Relationship between people and the environment. Application of design to all
aspects of the targeted environment. E.g. Humans and Anthropology

 Age
 Size
 Gender

Use:

Target Market:

 WHO, WHAT, WHEN , WHERE, HOW

 Technicality or simplicity
 Life span and uses

Sustainability:

Using the resources that are derived from renewable sources.

Non-Sustainable: fossil fuels can’t be renewed

Ethics involved in use of resource and material

 Use for future generations

 Environmental impacts
 Costumer preference and ethics
 Great marketing tool

Sustainable development:

Development that improves the total quality of the lifespan.

“TOTAL QUALITY MANAGEMENT”

Sustained for the present and future

 Ecological processes life depends on it

 Strategies by national + International (ethics)

ENERGY:

Used to create, produce, market, transport, use and consume.

 Depends on the end product

 Research in the best ways to reduce impact
E.g. case study Samsung phone “ECO-PARTNERSHIPS”...schemes in reducing amount of energy
wasted

 cleaner transport vehicles

 Low emissions at factories

RECYCLABILITY:
Ability to be broken down t be converted back into raw material to produce same or new product

Downside of recycling: Expensive processboth environmental and economical

 Transport
 Breakdown of materials
 Reproduction of material

SAFETY AND HEALTH:

Production process

Main life Use of the product

Main questions: Threats? Hazards? Life cycle and impact on the environment

QUALITY:

Marketing tool also, a products name and attached connotations determine the quality of the brand.
E.g. Consumers will choose a trusted brand over an import or a generic.

Level of Quality: Determines a product’s ability to perform properly in its acceptable period of time.

Level of quality:
Determines a products ability to perform its function and be acceptable in the context of the
introduction.

 Durability
 Recyclability
 Precision
 Ease of use
 Repairable

Consistent Quality always delivering top quality to consumers.

DURABILITY:

-Life span, wear and use.

-Environmental factors

-affected by quality & design

Non-durable are either

 Quickly consumed goodsdisposable/food

 Or poorly design products

Durability is determined also by cost

lasts longerbetter materialshigh cost

OBSOLESCENCE:

Obsolescence refers to end point of a product’s life span. Can result from being non-longer
fashionable, superseded by a newer or better design, design being environmentally
unfriendlychange of laws or just the product not being able to function anymore.

 Newer model
 Impacts/changes in law
 Disuse
LIFE CYCLE ANALYSIS:

The life cycle analysis of a product’s life is perceived at all stages, where energy is produced, lost, and
used.

Cradle to Grave:
 MARKETING RESEARCH:
 Planning
 Developing
 Pricing
 Promoting
 Service

 Consumer wants research e.g. surveys

 Development of goods to deliver services to consumer
 Challenging the competition
 Target market
 Profit

MARKETING PLANS

 Formulation of plans to achieve set marketing objectives

 Mission statement
 Financial summary
 Market avenues
 SWOT analysis
(Strengths, weaknesses, opportunity, threats)
 Assumptions
 Objectives and Strategies
 Programs, budgets
 Alternative plans/mixes
 Programs & implementation
 Ongoing evaluation and Final evaluation

Marketing elements/mixes

 Productappeal and standout against competition

 Positions where it sits in the market
 Price
 Promotion
 Placewhere to sell and market
PROJECT MANAGMENT:

Project ensures the ongoing viability and profitability. A successful business regularly reviews and
evaluates its products and modifies them in response to a market trend. It will also remove unsuccessful
products before profits are marginalised.

3 Main Parts:

1. New product development

Style, feature, quality and tends.
2. Product modification
3. Product Rationalisations

Markets
 Target
 Segmentation
 Niche
 Mass

Market Variables

 Demographics
 Socio-economic
 Geographic
 Psychological
 Lifestyle

NEW PRODUCT MANAGEMENT:

1. EXPLORING IDEAS research, opinions, surveys etc. In-depth investigations

2. SCREENING Idea analysis fully, necessary and unnecessary ideas set to review
3. BUSINESS ANALYSIS cost, financials, budget
4. DEVELOPMENTFurther development of idea, prototyping
5. TESTING Tested to determine factors of success

MARKETING PRICE, PROMOTION, DISTRIBUTION

PRICE Total cost of production and manufacture

 Includes transport and packaging

Can be determined by the Government Regulations and also by the concern for the Socio-economic
status. All this is to ensure maximum profitability.

PROMITION Various methods

Media: TV, magazine, radio, internet  can be determined by product type, appropriateness, time,
context and demographics.
Billboards, books etc.

Advertising campaigns:

1. Identify target groups

2. Develop specific objectives
3. Calculate budget
4. Decide on a key message
5. Cost effective media
6. Create the advertisement
7. EVALUATE the campaign

MARKET RESEARCH

Purpose

 Save money
 Ensure success
 Determine if proposition is viable

PROCESS OF MARKET RESEARCH

Determining the objectives:

State questions to achieve answers clear direction

Data collection methods:

Researchers investigate suitable methods related to the objectives

Analysing Data:

Interpreted to link back to objectives. Used to determine trends and statistics

Preparing Reports with recommendations:

How research is carried out, detailed findings. Summarising all results, making recommendations.
Charts and graphs besides prose form.

MARKETING RESEARCH REPORT

Heading: Title, date, Author

Introduction: outlines scope, purpose of research. Information on where and when research was
carried.

Methodology: Outlines methods chosen, samples used reasons why

Analysis & Findings: Analysed data & collated limitations & possible short comings stated.

Conclusions & Recommendations: A summary on the main points. Conclusions are reached,
recommendations for possible action are given and justified.

References: All publications, listed. Collected existing information etc.

Appendices: All data, collected, calculated, or information too detailed for the body of the report.
 SOURCES OF DATA:

 Primary & Secondary

 Qualitative (opinions and surveys) & Quantitative (numerical)

Example:

 Demographics and socio-economic status

 Laws and standards e.g. Australia Standards AS1100 etc.
 Observation and collection of data from the competition
 Surveys and opinion pieces (interviews)
 Seeking/ Finding suppliers of raw materials

MARKETING ENVIRONMENT:
 Factors, that influence the design factors
 Sourcing of the materials
 Marketing intermediates distribution of goods
 Competitors
 Demographics
 Economic conditions
 Social and cultural context
 Political/legal status
 Technological developments
 Ecological/environmental

INNOVATION AND THE FACTORS

AFFECTING THE IMPACT ON THE
SUCCESS OF AN INNOVATION
Australians have a historical account for the demand of high living standards.

Innovation involves a change to established product designs and manufacturing and to marketing
or organisational structures:

Innovation is when something new or different is introduced based on discoveries or inventions that
are then changed and improved.

Innovation Refers to:

 Material objects
 Knowledge
 Organisations and industries

Inventions original concept and discovery

Creativity involves originality and innovative thought.

 Innovation is the end result of many factors including:

1. Improved technology
2. A new need
3. A opportunity to improve a design

Innovation in Australia:

 Improve economic outcomes

 Social changes
 Environmental changes

PROCESS OF INNOVATION:

1. Appraising identifying needs and wants

2. Research
3. Design
4. Making
5. Marketing

Success in Commercial design:

 Identifying market opportunity

 Obtaining resources/managing
 Protecting ideas/ Intellectual Property
 Obtaining more resources
 Manufacturing
 Promotion
 Distribution

SUCCESS OF AN INNOVATIO:

 Effort and risk taking

 Managing all of the elements of the innovation
 Speaking out other sources of innovation
 Integration of all elements of innovation
 Continuing Improvements
 Sustained investments
 Analysis of successful innovation

FACTORS OF SUCCESSFUL INNOVATION:

1. TIMING
2. EMERGING/VIABLE TECHNOLOGY
3. CUTURL, POLITICAL, ECONOMIC and LEGAL FACTORS

AGENCIES AFFECTING INNOVATION

1) IP AUSTRALIA
 Patents/ Trademark attorneys
 Patents office
2) AUSTRALIAN COPYRIGHT COUNCIL
3) COUNCIL OF SMALL BUSINESS ORGANISATION AUSTRALIA [COSBOA]
4) INTERNATIONAL COUNCIL FOR SMALL BUSINESS
5) STANARDS AUSTRLAIA

ENTREPENEURIAL ACTIVITIES:

 Risk/Decision making
 Innovation

ROLE:

 Establish- marketing opportunities

 Organising-financial backing
 Protection of ideas/designs
 Resources
 Manufacturing
 Promotion
 Distribution

Agencies that affect entrepreneurial activities:

 Government agencies: through laws, incentives, subsidies and so on

 Commercial agencies: through the buying and selling of goods
 Industrial agencies: Through Work cover, work place agreements and awards

Difference between a manager and a Entrepreneur is the dictions they make. An Entrepreneur has
the responsibility for the basic policy decisions that set the future course of the business firm whereas
a manager makes decisions regarding day to day routines .

REFER TO CASE STUDY: INNOVATION OF THE SAMSUNG “CORN STARCH PHONE”

RESEARCH METHODS:

Quantitative Statistical, numerical e.g. Data, measurements, population etc.

QualitativeSurvey and opinions, words mainly e.g. interviews, surveys, questionnaires etc.

TYPES OF RESEARCH:

Survey

Questionnaires

Interviews

Observations non-participant: no interaction

Participant: interaction

Tests and Experiments

Statistical Analysis

INTERPRETING DATA
Graphs and tables

e.g. Bar, pie and line

ETHICS OF RESEARCH

 Privacy Rights of the participant

 Confidentiality being anonymous
 Honesty
 Integrity
 Prejudice
 Validated information source of information
 Intellectual Property Protecting your ideas or others

TESTS ON ANIMALS AND PEOPLE

 Animals: Must not inflict pain upon them

 Must not create stress or anxiety
 Must not anger or disorient the animal

EMERGING TECHNOLOGIES
E.G. case study “Mobile phones”
 Australia first made connection in 1987
 $5000 for an in-car device
 $5000 for a portable device—“lunchboxes” weight about 5kg
 1990’s first handheld introduced.  Improved battery and power, $3000 1kg “bricks”
 1992, $1500 cost reduced due to efficiency of production and improvement in technology
 By 1997, 7 million people are connected
 Phones continue to get smaller e.g. Samsun watch phone in 2000
 However as technology increased so did the price yet again Samsung watch phone was
15,000 so it never saw the light of the market
 Modern day developments in software and hardware, reduced prices of general phones
 SMS, internet and many other functions were introduced
 Phones continued to get faster and potent
 Increase in storage capabilities
  At the present stage, mobile phones are now starting to impact the environment new issue
is that the raw materials that mobile phones are produced from create impact once phones are
disposed in landfills and dumps
 Resolutions include “planet ark mobile phone recycling scheme”
 Company initiatives, Nokia and Samsung have taken up reducing the amount of harmful
materials they use. Alternatives to plastics include Biomass, such as cornstarch.

IMPACTS:

1. Ecological
2. Economic
3. Social
4. Ethical
5. Legal

IMPACT OF DESIGN ON THE

INDIVIDUAL, SOCIETY AND THE
ENVIRONMENT
 Personal values
 Sustainability
 Cultural beliefs
 Safety and health
 Equity
 Community needs
 Economic factors

Impact of design on society and the environment

ETHICAL ISSUES

Ethical and the environment

 Assessing the impact of the design on the consumersafety and ethical issues
  Protection of intellectual property protecting ideas
 Privacyprotection of people’s identity and status.
 Exposure to the undesirable Pornographic, obscene material
 Advertising target market, how it’s going to be successful. 5 W’s
 Right to alter the natural genetics/bio ethics
 Ethics of testing human or animal
 Environmental impact how it will damage or contribute towards the environment e.g.
Cradle to grave
 Sustainable technology ethics in conserving or using resources. E.g. Oil mills V.S.
plantations such as renewable biomass
 Minority Groups unique designs that serve and cater for all or ones that cater only for a
specific market

ENVIRONMENTAL ISSUES

 Global warming, green house gases

 Ozone layer e.g. carbon emissions and cfc
 Deforestation
 Waste e.g. landfills and dumps
 Water pollution
 Resource consumption
 Noise pollution

SUSTAINABLE TECHNOLOGY

 Reusable and Renewable Raw material and energy

 E.g. Trees: although they are renewable resources, they still must be sustained
because they can be depleted at a fast rate
 Non Renewable fossil fuels and gases
 E.g. Petroleum: It is a source of almost everything, polymers, clothing and vehicle
fuel and these natural sources are almost at an end. It takes several tens and
thousands of years for fossils and natural decomposition to break down to oil.

RENEWABLE ENERGY:

 HYRDOWater, wave motion: runs turbines that run power plants to produce electricity
 SOLAR conversion of sunlight to electricity or use of heat energy to run steam engines to
produce electricity
 WIND 1 Wind turbine can run a whole town
 BIOMASS alternative to most resources, such as plastics and fuel; however, upon breakdown
and decomposition it places little or no impact on the environment
 NUCLEAR Splitting of atoms, and causing fission to create powerful and exponential energy
sources; HOWEVER, there is a large ethical issue revolved around nuclear due to its
dangers and effects e.g. Chernobyl or Hiroshima

PROTECTION OF INTELLECTUAL PROPERTY

Ideas, concepts and designs
National and international status

 IP AUSTRALIA
 PATENTS OFFICE
 ATTORNEY COPYRIGHT/TRADEMARKS

Patents Protection of an idea and a product design in all its aspects

Trademarks Separating one good from another

Designs IP, protection of ideas

Copyright Protection from being copied and/or claimed by another party for ownership

Underneath the Copyright act of 1968 only valid until 50 years after the owners death

Special cases:

 Circuit Board layouts (e.g. computer, laptops, i-pod, mp3 players etc.)
 Plant breeder’s rights (species and methodology)
 Trade secrets (KFC 11 herbs and spices)

MANUFACTORING PROCESSES
Design and the manufacturing process

 Ready to use use straight away (food products)

 Ready to assemble put together yourself (IKEA)
 Ready to disassemble can be pulled apart, reused, recycled etc.

THE MANUFACTURING PROCESS

1. Identifying the customer demand

2. Designing product
3. Product details are finalised
4. Prototyping
5. Marketing
6. Production sequence
7. Raw materials
8. Plan and layout
9. Tooling up for production
10. Jobs, planed and workers are employed/trained
11. Trial run beta test, or on site market testing
12. Full scale production
13. Product shipped
14. Selling and distribution
 MANUFACTURING TECHNIQUES

 Custom( one-off)
 Batch
 Mass

MANUFACTURING METHODS:

 Flexible manufacturing systems changes are allowed, e.g. upgrades and improvements or
products are designed to be obsolete etc.
 Just in time made to order
 Benefits: low cost due to non-waste material production
 Con: Short deadlines and increased pressures

FACTORS AFFECTING MANUFACTURING

 Selection process
 Development of skills
 Techniques
 Project analysis
 Cost considerations
 Resources ( availability)
 Timing

TECHNOLOGY

Use, benefits and implementation

Technology used in industrial and commercial settings

 Development of a market plan existing

 Diversification of product range improving profits
 Line extensions: adding to the product line e.g. Nokia n-series
 Brand leveraging: releasing a new product under the same brand name
 Reducing the product range low demands
 Expansion of the organisations bigger or better prospects national and international levels
 Enterprise Bargaining negotiations to improve productions
 Quality reassurance TQM
 On the job training employee training e.g. vocational learning
 Off the job training education prior to, or outside of work hours
 Job specialisations specify area of expertise to contribute to certain jobs in the company or
business
 Workplace teams group/team to work together to increase productivity
 Mechanisations  use of machines
  Automation
 Robotics reduce labour and time
 Computerisations CAM, CAD. 3D software

COLLABORATIVE APPROACHES
TO DESIGN
Design teams working together increased efficiency and productivity

TEAM:

 Team leader/s
 Team members and specialisations

MANAGEMENT:

 Set goals
 Assure all tasks are met
 Assure deadlines are met
 Allocation of resources in order to allow the best outcomes
 Can be Team leaders or not team leaders are often for watching over tasks to be produced,
whereas a non member can be a manager and work with the team as well.
 Leader makes more managerial decisions reporting progresses

COLLBORATIVE MANAGEMENTS:

 Motivation worker moraleefficiency

 Management by objectives reporting of progress and goals are set
 TQM total quality management assures improved quality and customer satisfaction
 Value added management
 Eliminating the unnecessary processes and designs

TYPES OF MANAGEMENT:

 Autocratic: management that makes all major decisions

 Democratic: takes opinions and makes informed decisions
 Collegial: Team effort in decision making
 Laissez-faire: Independent work

COMMUNICATION
VERBAL

 Talkingtones
 Expressions
 Language
WRITTEN

 Literacy skills
 Tables and graphs

GRAPHICS UNIVERSAL

 Drawings
 Paintings
 Symbols
 Images
 Signs
 Logos

VISUAL/AUDIO

 Sound
 Video
 Music
 E.g. Morse code

TACTILE

 Touch
 Texture
 E.g. Braille, handshakes

ELEMENTS OF COMMUNICATION PROCESS

 Effective and clear message

 Transmitted and sent clearly
 Message must be received and understood by receivers
 Messages may be stored and responded to

COMMUNICATION CYCLE

SENDER  Connection INTERMEDIATE RECIEVES AND DECODESStores

information Responds to message BACK TO SENDER

EVALUATION FOR COMMUNICATION

Clarity, presentation, eases of understanding and retention of information.

Communication media

Personal communicationBody language, speech, music, graphics and writing

Mass media movies, books, magazines, television and radio

Mechanical/Electronic computers, word processing, internet and email.

TelecommunicationsRadio waves, light waves (optic fibre) or electrical

Fibre optics Light waves. Secure and can’t be hacked.

VISUAL SOLUTIONS

Sketches, concepts

1. Thumbnail sketches
2. Rough sketches quick and idea plotting
3. Concepts increased detail for better visualisations
4. Technical drawing detailed for finalising concept
5. Rendered concept and design finalised to observe in near reality state:
colours and presentation e.g. CAD

MANGEMENT
 Planning
 Organising
 Implementing
 Evaluating

Planning:

 Setting goals
 Preventatives against failure
 Mission statement
 Strategy plans etc.
 Operative plans

Organising:

 Arranging who and what has to do and be done

 Plans on the target market who or what is being done for

Implementing:

 Plan taken into ACTION

 Minor changes and revisions are made (evaluation)

Evaluation:
  Throughout process, and at the end
 Examine progress and success/failures

FACTORS AFFECTING MANAGEMENT

1) People skills communication and understanding (context, values, demographics etc). Also
ability to negotiate and draw interest
2) Thinking skills Able to address issues and problems quickly, think logically and creatively
3) Technical skillsHigh level of skill in most areas. Knowledge of services applicable to projects.

SKILLS

 Setting priorities for needs and wants

 Identifying available resources
 Clarifying values
 Setting goals
 Setting standards
 Seeking possible alternatives
 Evaluating costs and benefits of each alternative
 Making task descriptions and sequences
 Evaluation throughout the process and at the end
 Documentation

SETTING PRIORITIES: NEEDS AND WANTS

What’s more important?

 Physical needs food and shelter

 Psychological needs family, friends and relationships
 Perceived needs material items, clothing, internet and mobile phones.

IDENTIFYING AVAILALE RESOURCES

 Knowing what is available and what is possible and cost effective without compromising quality
 Efficiency is also important

RESOURCES:

Human:

Time, knowledge, energy and skills

Non-Human:

Tools, books, information, materials etc.

CLARIFYING VALUES:

Understanding values personal and market/community values

 Moral honesty and integrity

 Materialitems and appropriateness
 Aesthetic appropriateness and visual appeal
 Social Values regarding, friendships, family, social groups, relationships etc.
 Cultural context, traditions, religion and customs

Clarifying values determines what is really important or imperative to a person

SETTING GOALS:

 Short term: part by part, or daily goals on a regular basis (small and easy to achieve)
 Long term: Final or Extensive time. Goals that are based on an accumulative effort. Make be
a week to several years.

SETTING STANDARDS:

 Setting a standard assure a path to follow

 Assuring personal and communal satisfaction