| Decisions/2003: Integrating
Strategic Design Decisions & Intuitions for Customer Value
The 7th European International Design Management Conference
March 16-18, 2003
Cologne, Germany
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Translating Hidden Consumer Needs into Successful
Design: The Development of the Braun Syncro System
Bernhard Wild, Chairman, Braun GmbH
In many cases, consumers are not aware of their needs, or are not
capable of clearly articulating their requirements. Through a combination
of systematic market analysis, research, and intuition, Braun was
able to identify shaver cleaning as an area where consumers did
have many unmet needs. Using a structured approach to design development,
Braun created a successful solution to this issue, resulting in
the Syncro System. This presentation describes the internal development
process for the Syncro System, from market analysis, to concept,
design, and manufacture.
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Art & Brand Excellence
Anne Asensio, Executive Director of Design, General Motors
Anne Asensio will address the role of design in sustaining brands
and translating the essence of a brand, from the view of General
Motors Corporation—one of the largest multi-brand companies
in the world. She will offer a brief historic perspective on GM
brands and the role Design has played. Over the last decade, GM
Design, under the leadership of vice president Wayne Cherry, has
redefined visual brand strategies for each of the seven brands.
Looking to the future, Anne Asensio will discuss how design continues
to evolve the form language of GM brands—through products
and a total experience—to communicate the brands' promise
and connect with customers on an emotional level.
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Customer Experience Management
Bernd Schmitt, Professor of Business, Columbia University
Following up on his bestselling book Experiential Marketing,
Bernd Schmitt presents the concepts of his new book Customer
Experience Management (CEM). CEM is a comprehensive management
tool for designing the brand experience, structuring the customer
interface and for engaging in innovation. In all of this, design
is key. Schmitt will show why CEM is the first approach that really
takes the customer seriously—finally.
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Design of Product Systems as Generation of New
Quality Models: Artemide's Vision and Process Towards Innovation
Ernesto Gismondi, President, Artemide Group S.p.A.
This presentation illustrates how Artemide, a leader in the lighting
industry and an active player in the history of Italian design,
has enriched its innovation strategy. It shows how the firm proposes
new quality standards and values through a process based on three
pillars: lighting design; observation and identification of emerging
needs; and the continuous search for new technological and functional
performance. This allows Artemide to radically change the meaning
and identity of the product by setting new reference points for
quality, and therefore enforces their positioning as a main innovator
and pioneer of human design.
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Download PDF Presentation Part 1 (8.4 MB)
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Peugeot Avenue: Space Planning or Space Branding?
Bertrand Raison, Saguez & Partners
Apart from being an address in Europe where customers can learn
about the Peugeot brand, Peugeot Avenue marks an important change
in the European automotive market. According to new EU regulations,
automotive companies are now required to sell other brands, in addition
to their own, in their dealerships. In this free market, the players
in the European car industry will have to work to protect price
and enhance their added value to keep existing customers and attract
new ones. This presentation will discuss Peugeot Avenue, Peugeot's
marketing framework, and their roles in addressing the challenges
facing the European automotive industry.
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Information vs. Intuition
Nate Young, Partner, TWISThink, LLC.
Designers seem to always be caught up in an internal fight between
their own heart and other people’s minds. When we operate
from an emotional and instinctive level, we feel our concepts, ideas
and strategies are powerful and correct. To us, informational dependency
and data overload can be the bane of the creative process. However,
data and information are available to designers at an unprecedented
level, and because they are the language of business, using them
to support a design concept can be very effective. Using examples,
Young will take us on a visual journey, bringing to light some simple,
fun, and effective ways to navigate the tension between information
and intuition.
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The Design Discourse—Managing Design Driven
Innovation by Cultivating a Dialogue on Design Language
Roberto Verganti, Full Professor, Politecnico Di Milano
Small Italian enterprises (e.g. Alessi and Artemide) have set new
routes in the global design scenario. Notwithstanding their limited
resources, these firms have achieved leadership by competing on
product semantics, thanks to their unique capability to develop
breakthrough design languages. They understand, anticipate, and
influence the emergence of new product meanings. Roberto Verganti
presents guidelines to realize a successful innovation strategy
based on breakthrough design languages. Starting from examples of
leading Italian companies, he shows how to place the search for
new languages at the core of strategic thinking and how to create
radical innovations by cultivating a dialogue on design languages.
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Mind the Gap—The Quick Brown Fox Jumps Over
the Lazy Dog
Helmut Langer, Freelance Visual Designer & Creative Director,
Helmut Langer Design
Achieving sustainable development is a collective responsibility
and perhaps one of the greatest challenges facing humanity today.
Langer challenges us to use an environmentally aware list of values
when designing and evaluating brands, making sustainability the
new mark of quality for products and services all around the globe.
“Greener” products and services aim to enhance brand
image, spur innovation, and increase revenue and market share—benefiting
both customers and the environment. Langer relates the importance
of creative intuition and design quality and their positive message
for global perceptibility and awareness. His demand: Be a global
citizen before you are a global consumer.
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Understanding Organizational Blocks to Design
Decisions, or Why Your Brilliant Ideas Always Get Scuppered!
Alison Rieple, Professor of Strategic Management and Director
of Research, University of Westminster-Harrow Business School
Designers are expected to think the unexpected. But the problem
with unexpected thoughts is that they are likely to be unacceptable
to the organization's powers-that-be. Therefore, designers have
a tricky road to steer, between having their ideas seen as interestingly
creative and pioneering on the one hand, and wacky and unrealistic
on the other. This presentation will discuss some of the reasons
why people in organizations can be reluctant to accept new ideas.
It will provide ideas as to how the design manager can overcome
the resistance he or she will encounter along the way to delivering
customer value and achieving design effectiveness.
Member
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