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By the end of this unit you should have developed a knowledge and understanding of:
UCD (user centered design) as a method of approaching a design challenge
designing to meet needs, wants and values
investigation to inform the use of primary and secondary data
the development of a design proposal
the planning and manufacture of a prototype
the evaluation of a prototype solution to inform further development
iterative design
iterative design
The iterative design process is a cyclic process that designers often work through to solve a problem.
Compare this to empirical (trial and error) design and intuitive design which often results in a product being designed and made relatively quickly.
Click on the link above for a good example of iterative design. To see the video click on the 'X' as there is no need to log in to view the video.
user centred design
user centred design
The focus of User Centred Design (UCD) is that all products we design should be focused around the end user and the potential end user should be considered or involved at all stages of the design process. Designers who take this approach usually work to the principles set down in the international usability standard ISO13407.
The principles are:
the product takes full account of users and the environment in which it is used
users are involved throughout the design and development process
the design is refined by user centred evaluation
the design process is iterative
the design considers the whole user experience
the design is developed by a multi-disciplinary team of designers, engineers, ergonomists, sales and marketing etc.
Investigation to inform the use of primary and secondary data
Investigation to inform the use of primary and secondary data
Anthropometrics Ergonomics
Anthropometrics Ergonomics
Anthropometrics
Anthropometrics
Anthropometrics is the study of human data and was covered extensively in Unit 1.8
The extensive and complex data is necessary when applying ergonomic principles when designing products and environments.
Ergonomics
Ergonomics
Ergonomics is the study of humans in their environment and is a key consideration for UCD as the products are ultimately to be used by the humans who are part of the research, and the subsequent designs.
Designers can only develop successful products if they fully understand how users interact with products and how the user experience can be improved.
Case Study 1
Case Study 1
A good example of a manufacturer understanding ergonomics (and demographics) is to investigate the maximum recommended weight the Nintendo Wii Fit board can take in three different regions; the USA, UK and Asia… you might be surprised by how different they are!
You could use Google to investigate this data.
You could use Google to investigate this data.
Click here to reveal answer
Click here to reveal answer
Japan - 136kg
Western - 150kg
Case study 2
Case study 2
A classic example of not considering ergonomics is the launch of the original Sony PlayStation outside of Japan in 1995. Early controllers were found to be too small for American’s hands and had to be made 10% bigger.
Designing to meet needs or wants
Designing to meet needs or wants
An important psychological concept in marketing is the concept of needs and wants. Maslow’s hierarchy of human needs illustrates the things humans actually need, and the things they ultimately want to enhance their lives once those basic needs are met.
Designers must ensure they meet the basic needs of users, but they often exploit their wants when developing new products.
A technologically developed society and one driven by consumer demands means that all those basic needs such as food, clothing and shelter are taken further to offer us expensive gourmet food, designer clothes and multi storey apartments.
Product manufacturers play on those higher-level needs giving us products like iPhones so we can fit into our social groups and computers and other gadgets where we can express ourselves through design, music, photography etc. via social media.
Simply put, there are things that we need and there are things that we want. It is the "wants" that product manufacturers often capitalize on in order to sell us new products.
Can you think of a product that we need and another that we simply ‘want’?
Are there examples of products that meet both our needs and wants?
When developing products, it is important to consider the needs, wants and values of consumers. People are more likely to purchase a product that meets their needs, wants and values. In order to ensure what these are, designers must conduct and use research.
Research is likely to consider:
The physical needs of the consumer. Are they disabled, large, small, impaired in any way or are the needs more extreme such as performance athletes?
The emotional needs of the consumer. Products can make us happy or content, they can reassure us or enrich our lives.
The intellectual needs of the consumer. People need to be stimulated through creativity, challenge etc.
The sociological needs and values of the consumer. People have values that they want to uphold and could involve lifestyle, religious or environmental values.
Investigative Methods
Investigative Methods
There are essentially two approaches to research:
Primary Research
Primary Research
Primary research which involve direct and specific research with the market or user. This can involve interviews and focus groups, market research, product disassembly and analysis, practical testing, measuring and taking into account human factors such as anthropometrics and ergonomics.
Secondary Research
Secondary Research
Secondary research which takes into account current data, trends, products etc. These can involve looking at books, magazines, web sites etc. Essentially, this is data you find rather than produce yourself.
Primary research methods
Primary research methods
These will also be covered in a later unit but could include:
interviewing potential customers
focus groups
market research
analysing, disassembling and evaluating existing products
practical testing of materials, components and construction methods
measuring of existing environments and locations
Secondary research methods
Secondary research methods
These could include:
exploring historical and contemporary designers or design movements to identify styling influences.
identifying suitable materials, components and construction methods.
obtaining anthropometric data to use when designing and for ergonomic considerations as a primary research methods.
exploring current trends, fashions and styles.
exploring technological advances and components that are available.
exploring current products on the market to get a sense of what customerswant and need, how they look and how much similar products sell for.
Introducing new products
Introducing new products
There are several factors that drive the introduction of new products to market. These may include
market demand,
the introduction of new technologies
flagging sales.
In reality - we live in a consumer society where we customers want newer, better, faster, smaller!
Case study - the wheel
Case study - the wheel
All products can be improved or reinvented. Consider something as simple as the wheel; which is still considered to be the most important invention in the history of mankind. Once invented and introduced to society, it would have become an invaluable technology that allowed for travel and this would have also helped to develop commerce as products and services could have travelled further.
The basic wheel may have existed for thousands of years. Only through the observation and evaluation of the wheel in use could humans seek to make improvements to it. A technological society is one that seeks to improve and, as a result, we have a wide range of advanced technologies today all still based on a simple circular wheel that moves when it turns. Even the wheel has been reinvented…
Now... back to the main factors that influence the introduction of new products to the market.
Technology Push / Market Pull
Technology Push / Market Pull
Two very different but important ways a new product is brought to market.
Technology push
Technology push
This is when a new technology has been developed which the manufacturers or inventors believe will benefit the consumer or be of interest to them.
This is known as Technology Push. A classic example would be the microwave oven. No one would have asked for a machine to super heat their food but once it was discovered that microwaves do heat food quickly, it was clear it would be of use to families, especially those brought up on fast food.
Market Pull
Market Pull
Sometimes manufacturers develop products that the consumer needs for or where there is a growing trend or demand for a particular product. Examples would include tablet computers, camera phones etc. When manufacturers see a demand from the consumer (or market), this is known as market pull.
Occasionally there is a convergence of the two where a technology has been developed that happens to answer a consumer need. This is particularly noticeable in terms of energy saving and alternate methods of supplying power which consumers clearly want.
The public know they need to save power but are not always aware of the technologies available. The manufacturers respond with a technological solution to that demand. A mix of both approaches.
Examples of Market pull
Examples of Market pull
When the law in the UK was changed to make car booster seats mandatory for young children, it prompted manufacturers to respond by making a wider range of products available.
The coronavirus of 2020 did the same for mask, face shields and respirators.
Technology push fail ❌
Technology push fail ❌
Not all technologies pushed to market are a success and some have famously been absolute disasters. Take the Sinclair C5 as an example. Its inventor thought that consumers would want a feeble battery powered sit down cycle and would want to pay the relatively high price being asked. Perhaps it was the poor safety and ergonomics in the design or the fact it was powered by a washing machine motor. Either way, no one wanted it and it absolutely bombed leaving the millionaire Sir Clive Sinclair bankrupt.
Technology push fail ❌
Technology push fail ❌
The DeLorean car is another similar example of a great product on paper but too advanced for the market. It was an expensive sports car with a few unique feature such as gull wings and a stainless steel body. This would prevent rusting but added a great deal of weight to the car. It’s only real benefit would seem to be for time travel 😂
Technology push success ✅
Technology push success ✅
Unlike the C5, the microwave was a technology discovered in the lab in 1946 and it soon became clear that the technology could be used in the food industry which it did through the 1960’s and eventually in to the home. However, consumers of the late 70’s were very wary of the technology and a BBC documentary which declared that they ‘leaked radiation’ saw them being thrown into the bin until the claims were retracted then the public began buying with confidence again. The microwave is now a standard piece of equipment in kitchens across the world.
Technology push success ✅
Technology push success ✅
Another successful product that was ‘pushed’ to the market was the Sony Walkman. Released at a time when people walked around with huge, loud battery sucking ‘Ghetto blasters’ on their shoulders, the idea of a small music player with headphones was brushed aside as ridiculous by the Americans, but the Japanese company saw the potential in such a device. The rest, as they say, is history and portable media players are now such a common sight that most consumers have some sort of media player on them during the day.
Without the Walkman, the iPod may never have been invented!
Prep 43
Prep 43
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